Hollis Sponsorship Bulletin

In a clever piece of sponsorship activation, Coca-Cola has signed up Jordan’s ex-husband Peter Andre to be a celebrity busker as part of its sponsorship of London Underground busking spots. On December 17th, Andre held a one-off performance of his new single Unconditional at a Central London location - as well as singing festive favourites.

The soft drinks giant started sponsoring 35 busking sites in late November after a deal with CBS Outdoor, which represents the rights. All told, CBSO reckons that London Underground busking sponsors (which have previously included Carling and Capital 95.8) get access to 3 million customers a day.

It’s a shrewd piece of timing on the part of Coke, which has not worked with Andre before. Starting with the new single, Andre is being tipped for big things in 2010 - with a heavyweight gig and release campaign being planned.

CBS Outdoor is once again offering brands the chance to sponsor busking sites on the London Underground. Under the proposed arrangement, brands can sponsor 35 mini-stages at 23 tube stations for either six months or a year.
Carling and Capital 95.8 have previously sponsored the busking spots - which  first became available as a platform in 2003. Interested parties would be able to book the site from November and tailor it to suit their requirements. 

CBS Outdoor has done research which shows that 82% of commuters enjoy tube buskers. It also reckons that sponsors would get access to around 3 million tube customers a day.