01 July 1997

LONDON UNDERGROUND is to offer whole tube lines for sponsorship in a bid to double ad revenues to £60m a year. A draft policy document, Working Together with Sponsorship, has been given the thumbs-up by LU's board: it includes options for advertising on floors, clocks, seating, platform information signs, ticket wallets, lift gates, waiting rooms - plus more sponsored trains and stations. The Underground faces a backlog of up to £1.2bn in its investment programme and as commercial director Mike Horne explains: 'We are not a commercial organisation; we are a public utility, but we have to find ways of generating more money internally ... we are looking for long term deals.'