London Underground contractor CBS Outdoor is offering exclusive rights to advertise at Wembley Stadium’s London Underground station in a deal worth up to £3.5m.
The twoto four-year deal follows the £90m refit of Wembley Park Tube station, ahead of the stadium’s expected opening in February.
It is the first time CBS, which changed its name from Viacom Outdoor at the start of the year, has offered exclusive rights on a long-term basis.
Previously, Barclays took out a three-month deal – later extended to a year – to be the exclusive advertiser at Canary Wharf station (MW September 22, 2005).
At least 2.6 million people are expected to visit the 90,000-seat stadium in its first year. It will host a string of high-profile events, including the Princess Diana memorial concert and all forthcoming England football games.
Wembley Park is also the closest station to Wembley Arena, which hosts pop concerts and sports events.
The stadium itself has no naming rights and will feature multiple advertisers, which CBS says makes the Tube sponsorship “an even more compelling opportunity for brands wishing to achieve stand-out”.
It is the first major deal to be offered by CBS since it was retained by Transport for London to handle its £100m a year Tube contract last year.