Transport for London (TfL) is looking for a new title partner for its Emirate Air Line, as the cable car reaches 13 million journeys.
The 10-year sponsorship with Emirates is due to end in June 2022, and TfL has begun the process of seeking a new commercial partner. The new deal will be for a minimum of three years and would provide the sponsor with an opportunity to rename London’s cable car in collaboration with TfL.
This package is designed to help promote the new partner’s brand to a public audience in London, as well as across the globe on the iconic Tube map.
Josh Crompton, TfL’s head of the cable car, said: “Our cable car is unique to London and it provides spectacular views for those wanting to cross the Thames to get to the Royal Docks or Greenwich Peninsula.
“These latest figures show that it remains as popular as ever with Londoners and visitors. The Emirates Air Line is an instantly recognisable part of London now and we are keen to work with a brand following our successful 10-year partnership with Emirates.
“This exciting opportunity will allow the successful brand to get both national and global awareness, building on the success of this unique part of the London transport network as well as feature on the Tube map.”
The cable car opened in the summer of 2012 as part of preparations for the London Olympic and Paralympic Games. TfL said the fully accessible, unique experience has since established itself as one of London’s favourite leisure attractions – with individuals, families and groups enjoying spectacular views as they travel over the river.
More than 13 million passenger journeys have been made since it opened, with it regularly seeing 40,000 passengers a week during the summer months.
According to the operator, this summer has been one of the most popular for the cable car since opening, with weekly figures reaching more than 60,000 journeys as Londoners and those visiting the city seek out activities.
The recent August bank holiday weekend was the most popular since 2012, with 28,000 journeys, and the week in total also had the highest number of customer journeys in eight years.
