Transport for London (TfL) and Buxton Water have signed a "landmark" sponsorship deal which will see the Nestlé-owned brand commercially rename a Tube station for the first time.
On Sunday (26 April) Canada Water station will be renamed Buxton Water station to coincide with the London Marathon, with its named replaced with 'Buxton Water' . Branded artwork will be placed throughout carrying the hashtag #withyoualltheway to advertise Buxton Water's role as the official water provider of the Virgin Money London Marathon.
Graeme Craig, director of commercial development at TfL, said: "This is a significant deal and the revenue will be reinvested back into our network for the benefit of our customers."
The partnership forms part of TfL's wider commercial plans to generate £3.4bn in non-fare revenue over the next decade.
Caroline Juin, head of marketing at Nestlé Waters UK, commented: "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."
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 deal.