Request ID: FOI-2121-2324 Date published: 10 October 2023
You asked
Temporarily renaming it “Burberry St” is a bad misjudgment. It is particularly confusing for foreign visitors and elderly people.
Please let me know why this decision was taken, how much Burberry paid for it, and whether any similar “name changes” are planned.
We answered
Our Ref: FOI-2121-2324
Thank you for your request received on 18 September 2023 asking for information about the renaming of Bond Street Station to ‘Burberry Street’.
Your request has been considered in accordance with the requirements of the Freedom of Information (FOI) Act and our information access policy. I can confirm that we do hold the information you require.
TfL received £200k of sponsorship revenue from Burberry for the temporary station rename. In addition to this, Burberry covered all printing and production costs. Full details of this agreement can be found at the following link: https://content.tfl.gov.uk/burberry-station-contract-acc.pdf.
Following this activation, we will be reviewing customer and staff feedback to ensure that any future activations across our estate can look to avoid any confusion or frustration which activations of this nature may create. If this is not the information you are looking for please do not hesitate to contact me.
Please see the attached information sheet for details of your right to appeal. Yours sincerely
Gemma Jacob Senior FOI Case Officer FOI Case Management Team General Counsel Transport for London
