TfL is keen to explore “unusual opportunities” for sponsorship in a bid to maximise the use of its marketing spend. The review is not expected to affect any existing TfL agencies.
Nigel Marson, director of marketing, TfL says: “We are planning sponsorship deals on a massive scale for the first time and offering our assets such as a Tube station, our ‘Road Safety’ campaign and our bike-renting scheme.”
TfL is hoping that a sports equipment company could offer sponsorship for Southfields Tube station, which is the nearest station to Wimbledon, or that new shopping centre Westfield may be interested in sponsoring Shepherd’s Bush Tube stationIt also feels that there could be potential advertisers for the Tube station Knightsbridge, which has a high level of footfall.
A decision is expected to be made by March 2009. TfL says “the new sponsorship marketing could generate several millions of pounds” which can be used for improving transport in London.