Canada Water rebranded as Buxton Water for marathon

For the first time ever, a tube station is to be renamed after a corporate sponsor - although only for one day.

In a deal which will raise £110,000 for Transport for London (TfL), Canada Water underground station will be named Buxton Water on Sunday 26 April, the day of the 35th Virgin Money London Marathon.

Canada Water roundels will be replaced by 'Buxton Water' and branded artwork will be slapped all over the station - although the main station entrance sign will remain unchanged.

Station announcements, as well as information across the digital screens and Dot Matrix Indicators on the Jubilee line platforms, will make it clear to customers that the name change is part of a one day sponsorship deal.

"We are really excited to be a part of this ground breaking sponsorship," says Caroline Juin, head of marketing at Nestlé Waters UK.

"Renaming a London Underground station Buxton Water on the day of the marathon not only showcases our commitment to the event but raises awareness of the importance of drinking enough water, whether it be on your daily commute or running a marathon."

With many Conservatives calling for the commercial branding of the Tube as a whole, TfL is aiming to raise £3.4 billion in non-fare revenue over the next decade.

Other commercial deals include the introduction of click and collect lockers at some Tube stations and the introduction of cash machines to dispense Euros.

"This is a significant deal and the revenue will be reinvested back into our network for the benefit of our customers," says Graeme Craig, director of commercial development at TfL.

But transport union RMT is concerned about the name change.

"This is the thin end of a very long wedge and opens the door for those with corporate power and money to rip up the transport map of London, and it fits the current ethos of smashing up ticket offices and replacing them with expensive retail outlets," says RMT general secretary Mick Cash.

"The whole drive on our transport services is to allow private greed let rip as the principles of public service are sacrificed along with jobs and safety. RMT is well aware that it's DLR today and the tube tomorrow."

Buxton Water has been the official water provider for the London Marathon for two years, and will be providing water at every mile from mile three through to mile 25.

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