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Tom Edwards
Transport correspondent, London
Thames Cable Car: Emirates gets its name on the map
Here's a TV piece I've done on Mayor Boris Johnson's sponsorship deal of the Thames Cable Car, which is to be known as the Emirates Air-Line when it opens in summer 2012.
Mayor Boris Johnson has insisted the deal with Emirates is value for money
Emirates is paying £36m over 10 years to sponsor the cable car, and the deal will include getting the airline's name on the Tube map.
Incidentally, the company paid £100m for their shirt sponsorship deal at Arsenal.
What this does mean is that Londoners may still have to pick up part of the £60m tab for the project, even with £8m coming from the European Union.
The mayor batted the criticism away and said this was a good deal all round.
The experts at London Reconnections have also pointed out, however, that this could be one of the most expensive cable cars ever built.
Let me know what you think.
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Comment number 1.
rickylopez10th October 2011 - 14:31
Why a foreign company? I can't believe Virgin, BT, BA, Vodafone, et al, said no to a 10 year deal where they were guaranteed the Tube map (and yes I know shares & ownership are global - but tourists perceive them as UK) - Or something more radical - think Dyson, Burberry or ARM. All minted and growing. I hope certain companies or sectors were not locked out due to Olympic contracts... hmmmm
Link to this (Comment number 1)
Comment number 2.
Perivale Elvis10th October 2011 - 17:26
If this vanity project is open in time for the so called peoples Olympics I expect it will be reserved for the use of VIPs. At least after the Olympics it will be a handy way for West Ham fans who live south of the river to get to their stadium. I'm glad my taxes are being put to such good use in these troubled times.
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