Related: TFL Cable Car Gets Emirates On 2012 Skyline/Tube Map


Another alternative is the semi-official ambush – which sees a brand become an official sponsor of a property that relates in some way to a bigger event.


A recent example of this kind of innovative approach saw airline Emirates sponsor Transport For London’s new state-of-the-art cable car across the Thames.


This shrewd move saw the Dubai-based airline invest £36m in return for the 10-year naming rights to a new river crossing transport link connecting Greenwich with the Royal Docks.


The Emirates Cable Car will not only cross the river every 30-seconds and carry 2,500 passengers per hour, but will be a highly publicised transport feature and skyline icon for the London 2012 Olympic Games.


The naming rights also get the brand on to the iconic London Underground map.

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