TfL earns £2.4m from Tube station name changes since 2015
Passengers raised concerns over confusion caused by temporary rebrands for advertising campaigns
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Transport for London has raised £2.42 million by allowing companies to temporarily rename London Underground stations for advertising campaigns. The scheme began in 2015 and has included rebrands such as Bond Street becoming 'Burberry Street' and Canary Wharf renamed 'Kaneary Wharf'.
A Freedom of Information request revealed the total revenue generated from the rebrands. The most lucrative campaign was Westminster’s 2017 rebrand to 'Webminster', though the exact payment was not specified in the response. Other campaigns included Warburtons renaming Baker Street as 'Bakers Street' and Samsung changing Old Street to 'Fold Street'.
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Passenger complaints and operational concerns
The rebrands have drawn criticism from passengers. In 2023, TfL received 46 complaints about the Burberry Street campaign. One passenger claimed on social media that an elderly man missed his stop after failing to notice the altered signage. Another complaint alleged an injury resulted from the changes.
Andy Lord, TfL’s Chief Customer Officer, told the London Assembly in December 2023 that the Burberry campaign lasted seven days. He acknowledged that operational mitigations were not consistently delivered, leading to confusion. TfL conducted a review and stated that lessons would inform future campaigns.
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How the scheme operates
TfL allows brands to temporarily rename stations or specific elements, such as platform roundels. The rebrands typically last between five and seven days. Companies pay for the advertising opportunity, with the revenue contributing to TfL’s income.
The most recent rebrand occurred in June, when Skechers renamed Canary Wharf as 'Kaneary Wharf' to mark England’s participation in the World Cup. The payment for this campaign was not disclosed in the Freedom of Information response.
What happens next
TfL has not announced any upcoming rebrands. The organisation stated it reviews each campaign and implements changes to reduce passenger confusion. No formal consultation process exists for residents or travellers to object to proposed rebrands.
Questions this report answers
+How much has TfL earned from station rebrands?
TfL has earned £2.42 million from temporary Underground station rebrands since 2015. The figure was confirmed in a Freedom of Information response, though individual payments for some campaigns were not disclosed.
+Which rebrand caused the most complaints?
The 2023 Burberry Street campaign received 46 complaints from passengers. One complaint alleged an injury linked to the changes, while others reported confusion, including an elderly man missing his stop.
+Can passengers object to station rebrands?
There is no formal process for passengers or residents to object to proposed rebrands. TfL reviews each campaign internally and stated it implements operational changes to reduce confusion for travellers.
+How long do the rebrands last?
Most rebrands last between five and seven days. The Burberry Street campaign in 2023 lasted seven days, according to Andy Lord, TfL’s Chief Customer Officer, who spoke to the London Assembly in December 2023.
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