Emirates sponsors new crossing over London’s River Thames

UAE. Emirates Airline is sponsoring a new cable car system that is being built across the River Thames in London.

The agreement was announced by Emirates Airline President Tim Clark and the Mayor of London Boris Johnson early this month on the banks of the River Thames, next to a mock-up of one of the branded cabins.

The AED204 million (US$55.5 million) agreement between Emirates, the Mayor’s office and Transport for London (TfL) is hailed as the airline’s biggest UK sponsorship deal since the Arsenal football stadium deal.

The cable car system, running between Greenwich Peninsula and the Royal Victoria Docks, will be known as the Emirates Air Line. The two stations will be pre-fixed with Emirates logos and carry a specially designed roundel – the iconic symbol of the London Underground. Both branded stations will be seen on the British capital’s underground map.

Scheduled for completion in summer 2012, the Emirates Air Line will offer commuters and visitors to London aerial views of the city as they travel across the Thames between the two newly named stations, Emirates Greenwich Peninsula and Emirates Royal Docks.

Emirates President Tim Clark and the Mayor of London Boris Johnson at the announcement of Emirates Air Line in London

The Emirates Air Line will offer commuters and visitors to London aerial views of the city as they travel across the Thames between the two newly named stations, Emirates Greenwich Peninsula and Emirates Royal Docks

Tim Clark said: “As one of the world’s most innovative airlines, the link with this new form of air travel in London is a perfect fit for us. The Emirates Air Line will take off as an iconic landmark for London.

“We are always looking for new ways to support the communities we serve and what better way than to bring this ground-breaking transport scheme to residents and visitors alike,” Clark added.

“This multi-million pound deal is tremendous news for London, helping us to deliver a new addition to the city’s skyline,” said Boris Johnson. “The Emirates Air Line will be an exciting and innovative mode of transport, easing travel for thousands and offering spectacular bird’s eye vistas of our majestic Thames. The UK’s first urban cable car will also act as a vibrant catalyst for the further regeneration of east London, helping to attract jobs and investment for the benefit of Londoners.”

The Dhs204 million deal will see Emirates provide significant private sector investment to this new transport scheme, according to TfL.

“This marks the start of an exciting new partnership. It’s great that Emirates shares the Mayor and TfL’s vision to create this innovative transport link across the Thames and boost regeneration in the area, the first urban cable car in the UK,” said London Underground and London Rail Managing Director Mike Brown.

“Main construction works began in July and we are on track to open next summer. Much of the manufacture, including the steel towers, is being built in the UK, boosting companies across the country,” Brown added.

This is the most significant UK sponsorship for Emirates since its Dhs567 million (US$154.4 million) shirt and stadium naming deal with Arsenal, which was announced in 2004 – at the time, the biggest sponsorship in English football history.

Emirates operates 15 daily flights to the UK, eight of which go into London and two of those services operated with the airline’s flagship A380. It is estimated that the airline contributes over US$400 million to UK tourism annually.

Emirates Air Line key facts and figures

• The Emirates Air Line will stretch 1.1km between the Emirates Royal Docks and Emirates Greenwich Peninsula

• It will take around six minutes to cross the river

• There will be between 20 and 34 cabins operating at any one time, dependent on demand

• Each cabin will have the capacity to accommodate 10 passengers seated

• Cabins will also be able to accommodate wheelchairs and up to two bicycles

• Cabins are expected to arrive every 30 seconds in the peak, meaning the system could carry up to 2,500 passengers per hour in each direction

• It is anticipated that the Emirates Air Line will carry two million passengers per year

• The two branded stations – Emirates Royal Docks and the Emirates Greenwich Peninsula – will feature on the London Tube map