Tube station renamed Buxton Water
A Tube station is to be named after a sponsor for the first time - but just for one day.
In a deal worth £110,000 to Transport for London (TfL), Canada Water on the Underground's Jubilee line is to be called Buxton Water - on the day of the London Marathon on Sunday.
The Derbyshire-based company is one of the Marathon's sponsors, supplying the water for the thousands of runners in the 26-mile event.
Water will also be laid on for passengers at the station where the familiar circular station-name roundels will have a new name for the day.
With the change only lasting 24 hours, Tube maps are not being altered and the name outside the station is not being changed, nor is the name being changed on the London Overground station being served by Canada Water.
Station announcements and information on screens at other Jubilee stations will advise passengers of the name change.
TfL commercial development director Graeme Craig said: "For one day only, customers will see Canada Water station transformed into Buxton Water station as part of their support of the Virgin Money London Marathon.
"This is a significant deal and the revenue will be reinvested back into our network for the benefit of our customers."
Sponsorship of Tube stations is something that TfL has been looking at. Such a move was suggested by Conservatives on the London Assembly in 2013, although the cost of changing names and then, eventually, changing them back again is seen as a major stumbling block.
Mick Cash, general secretary of the RMT transport union, said: "This is the thin end of a very long wedge and opens the door for those with corporate power and money to rip up the transport map of London and it fits the current ethos of smashing up ticket offices and replacing them with expensive retail outlets.
"The whole drive on our transport services is to allow private greed let rip as the principles of public service are sacrificed along with jobs and safety."