TfL Seeks Sponsor for Full Waterloo & City Line Branding

Transport for London (TfL) is seeking a sponsor for the entire Waterloo & City line, offering an exclusive branding opportunity that includes full-line advertising such as seat fabric, signage, maps, and experiential spaces. The Waterloo & City line, a two-stop, three-minute shuttle service running only on weekdays, transports around 15 million passengers annually and is nicknamed “The Drain.” TfL clarified that the line's name will not change, nor will the sponsor's name appear as a prefix, but the trains and platforms could be fully wrapped in advertising vinyls. This initiative follows previous station sponsorships, including Southgate station temporarily renamed "Gareth Southgate" in 2018, and Bond Street briefly becoming "Burberry Street," which raised significant funds but also sparked complaints, especially concerning accessibility and safety from disabled advocacy groups. TfL promotes the opportunity as a way for brands to reach millions of professionals and decision-makers in London’s business district. Critics like Transport for All warn that such sponsorship deals should not compromise accessibility or passenger confidence.