Can you really sponsor a whole tube line? TfL thinks so

Transport for London (TfL) has launched a new commercial initiative: the entire Waterloo & City line is now available for brand sponsorship. The two-stop, weekday-only service, colloquially known as “The Drain,” connects Bank and Waterloo stations in just three minutes, serving tens of thousands of commuters each day.

This isn’t a typical media buy. According to TfL, the package offers “full-line branding,” with advertising rights across train interiors, platforms, signage, seat moquette, maps, and pre-approved experiential spaces. However, in a notable shift from past station “takeovers,” TfL has made clear that the line’s name, and those of the two stations, will remain unchanged.

A history of branding on the tube

The Waterloo & City line proposal builds on TfL’s past experiments with temporary station rebrands. In 2018, Southgate became “Gareth Southgate” for 48 hours to celebrate England’s World Cup run, generating £80,000. More recently, Samsung transformed Old Street into “Fold Street,” and Bond Street was renamed “Burberry Street” during London Fashion Week.

These campaigns have proven lucrative. Samsung’s Circle line “domination” reportedly netted £250,000, but they often come with controversy. Bond Street’s rebrand alone drew 57 complaints, mainly from passengers confused by altered signage. TfL’s own documents show that such initiatives can fetch up to £7.5m, but the reputational risk remains.

Accessibility, impact, and pushback

Campaign groups, particularly those representing disabled and neurodivergent passengers, have repeatedly raised concerns. “Thoughtless PR stunts” that alter station names or layouts can disorient vulnerable travellers, they argue, and undermine accessibility across the network.

Liberal Democrat London Assembly member Hina Bokhari criticised the new Waterloo & City proposal, warning that “neurodivergent and disabled Londoners have been sold down the river.” In response, TfL has emphasised that the line’s identity will remain intact and that any implementation will be subject to an Equality Impact Assessment. The messaging is clear: this is branding, not rebranding.

To read more about large-scale title sponsors, click here.

Why this matters to sponsors

So what makes this small, two-stop line attractive to potential partners? Quite plainly, audience quality and consistency. Unlike tourist-heavy routes, the Waterloo & City line serves a professional, financially influential demographic commuting daily between two of London’s major commercial hubs. For brands seeking high-frequency, high-relevance visibility, that’s an organically valuable proposition.

The format also offers creative scope: immersive branding within a controlled environment and the potential for broader earned media through innovative execution. Past campaigns with Amazon Prime, PlayStation, and the BBC have gone viral and won awards.

For sponsorship executives, it’s a striking reminder of how the boundaries of brand presence, and public space, are shifting.

Image source: The Londonist

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