diamond geezer

Sunday, May 10, 2026

The Dangleway no longer has a sponsor.
You'd be forgiven for not noticing.

For ten years the cablecar was sponsored by a Middle Eastern airline and then, in a baffling marketing switcheroo, by a cloud-based software solution for enterprise resource planning. If a single company executive ever took their offspring for a ride and was moved to switch their AI data platform to IFS Cloud I'd be amazed.

IFS Cloud had a five year sponsorship deal so could have continued until October 2027 but instead decided to break early. According to Ian Visits they pulled the plug on 18th March, since when the Dangleway's name has officially been 'London Cable Car', all branding deleted.

You can check this by going to the TfL website.
The status page used to show 'IFS Cloud Cable Car status' but now shows 'London Cable Car status'.
The cablecar homepage used to be full of IFS Cloud references but now there are none.

The London Cable Car crosses the River Thames between Greenwich Peninsula and the Royal Docks, just 5 minutes' walk from The O2 and North Greenwich Underground station.
IFS Cloud would have appeared three times in that last sentence and now it's zero.

As far as I can tell, the big switcheroo occurred around 16th April.
And yet the old name lingers on.

I nipped down to the north terminal which should by now be called Royal Docks but instead has the old name everywhere.

The big letters on the terminal building still say IFS CLOUD ROYAL DOCKS, even though it would be quite easy to take the first eight letters down.

The terminal still has a massive purple IFS Cloud CABLE CAR lozenge on the exterior.
All the dangleway cabins are still wrapped in IFS Cloud branding.
All the fare posters are still IFS Cloud branded.
The lifts are still covered with purple cloud stickers and the IFS logo.
Royal Victoria DLR station is still absolutely plastered with IFS Cloud posters.
Even the fake gondola you're supposed to take photos in still has the @IFSLondonCableCar hashtag.

It does say Welcome to the Cable Car as you walk in, but even that's not the right name.

I wondered whose fault this was.
Shouldn't the sponsor pay to remove their branding official period is over?
Well actually no, I checked the 2022 contract and these signs aren't their responsibility.
Instead it says "TfL/DLR to arrange at its own cost" for every aspect of the on-site branding.
It seems TfL are just being lazy, or else they don't particularly care.

The old names also still appear on the tube map.
It's still IFS Cloud Cable Car on the paper tube map because that's not due an update until the summer.
Ditto all the posters on platforms - IFS Cloud continue to get free advertising there.
Oddly the online maps haven't been updated either, despite the fact this would be easy.

But it is London Cable Car on all the signage on trains and at stations, comprehensively so. This has been the case since April 2022 when TfL decided it would be cheaper long-term to make every enamel sign and line diagram sponsor-free. That way they don't have to go round and put stickers on everything every time a sponsor departs, a decision which has just been proven to be very sensible.

All I can say is well done to IFS Cloud because they stopped paying for all this advertising two months ago but TfL are still screaming their name across the entire physical Dangleway and its two terminals. For an organisation obsessed by brands it's a peculiar misstep.

And don't expect another sponsor because it seems TfL are planning on taking a fresh approach, focusing more on temporary activations and seasonal chutzpah.

Here's what legendary Dangleway topdog Danny Price has to say.

"As both the Cable Car and the sponsorship market have evolved, so has our approach. Rather than entering into a new contract with a named sponsor, we will now focus on a number of short-term creative partnerships that help us celebrate the seasons, major events and cultural moments in the capital."
Oh god.

"This commercial decision is aligned with increased demand from brands to run shorter, more flexible, experience-based activations, and operating without a named sponsor will mean that the London Cable Car is a more attractive proposition for these partnership activities."
If you thought recent sponsorship blasts from Guinness and Warburtons on the tube were gauche and ill-judged, brands will now have the option of smothering the Dangleway in collateral instead, where thankfully most Londoners are unlikely to see it.

Also TfL recently issued a contract opportunity seeking partners to work with them on 'London Cable Car Customer Enhancements'.

"Transport for London (TfL) are exploring plans to enhance the London Cable Car, which connects the Royal Docks and Greenwich Peninsula. Following recent strategic work confirming its role as a predominantly leisure-focused destination, TfL intends to refresh the visitor proposition to enhance the customer experience, extend visit duration, increase revenue and strengthen the Cable Car's position in the London leisure market."
There you go, confirmation that TfL have given up on the Dangleway as a method of useful public transport and are going all out on pumping tourists and sightseers for cash.

"TfL are considering procuring a delivery partner (or partners) to provide concept design, detailed design and build services for a programme of enhancements. These include improvements to the overall customer journey and a potential transformation of the South Terminal into a more immersive, experience‑led environment."
Oh god.

Imagine approaching your gondola ride through a swirling light tunnel backed by a pumping disco beat while a brand of orange juice exhorts you to share a selfie with their chosen campaign hashtag. It'll likely be more ghastly than that, but it'll be a while before we have clarity on quite what Boris's aerial white elephant is going to evolve into. Do come back and join me in ripping the piss whenever this new immersive reality emerges.

posted 07:00 :