Canada Water Station Renamed For Marathon

Transport for London (TfL) has signed a new sponsorship deal that will see Canada Water London Underground station renamed Buxton Water station for one day, this Sunday, the day of the 35th Virgin Money London Marathon.

It is the first time TfL has commercially renamed a tube station.

As part of the deal, Canada Water roundels will be replaced by Buxton Water and branded artwork will be placed in the station to celebrate runners taking part in London’s largest annual running event.

The artwork will carry the hashtag #withyoualltheway to mark Buxton Water’s role as the official water provider of the Virgin Money London Marathon, with just the main station entrance sign remaining unchanged.    

The revenue TfL will receive from the deal is part of its wider commercial plans to generate £3.4bn in non-fare revenue over the next decade, which will reportedly be reinvested in to improve London’s public transport and road network.

Graeme Craig, director of commercial development at TfL, said: “For one day only, customers will see Canada Water station transformed into Buxton Water station as part of their support of the Virgin Money London Marathon. This is a significant deal and the revenue will be reinvested back into our network for the benefit of our customers.”

Caroline Juin, head of marketing at Nestle Waters UK, commented: “We are really excited to be a part of this ground breaking sponsorship. 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 is on your daily commute, or running a marathon.”

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