Transport for London has temporarily rebranded the Bakerloo line and two major stations under a marketing partnership with Heineken — a move that has drawn strong responses from accessibility advocates and regular commuters.
A bold transport branding experiment is unfolding on the London Underground this month as Transport for London (TfL) enters into a marketing partnership with Heineken, temporarily renaming the Bakerloo line as the “Bakerl0.0” line to promote the brewer’s non-alcoholic beer. Oxford Circus and Waterloo stations, key interchanges on the network, were also given temporary signage reflecting the campaign, part of TfL’s wider efforts to generate non-fare revenue amid ongoing budget pressures.
The initiative is notable not simply for its commercial visibility — it revives memories of earlier branding deals that saw Bond Street dubbed “Burberry Street” and Old Street become “Fold Street” — but for the reaction it has sparked among transport veterans and accessibility advocates. Critics argue that altering the line’s familiar name and station identifiers undermines clarity for passengers and could pose particular challenges for those with cognitive or visual impairments navigating the network.
TfL has defended the campaign, saying that its transit system relies on a mix of fare revenue and strategic commercial agreements to help balance budgets without increasing fares. A spokesperson emphasised that all promotional activity is reviewed “in the context of passenger wayfinding and safety,” and that corrected signage has already been seen where early misprints caused confusion — such as an incorrect rearrangement of nearby stations on Paddington posters.
Nevertheless, the partnership has proved controversial — particularly in the context of London’s status as a global city with an already complex transport map. Disability rights groups quickly raised concerns about the temporary naming, noting that consistent and predictable wayfinding cues are crucial for passengers with neurodiverse needs, older travellers and tourists unfamiliar with the network’s usual layout. “For many people, the Tube map isn’t just a convenience — it’s a lifeline,” one advocate commented. “Changing names, even temporarily, disrupts that trust.”
Commuters and social media users have echoed these concerns. Some Tube users noted that while the campaign might seem “lighthearted,” it risks detracting from what should be the system’s primary purpose: clear, reliable navigation. Others see it as symptomatic of a broader trend in which public services lean on corporate funding in ways that may not always serve everyday passengers.
The practical impact on journeys appears limited in the short term: trains continue to run as normal, and official TfL maps and announcements still refer to the line as the Bakerloo. But the visual interruption of branded signage and secondary station names serves as a persistent reminder of the partnership. For visitors and infrequent riders, those unexpected cues could create hesitation or misdirection, particularly at busy interchanges like Oxford Circus and Waterloo, where clear orientation is already essential.
Beyond the immediate user experience, the deal reflects broader financial pressures facing TfL. With operating costs rising and central government support reduced compared with past years, the authority has increasingly looked to commercial deals and advertising partnerships to diversify income streams. While the Bakery line promotion might be one of the most visible, transport economists say it’s part of a growing suite of revenue-generating strategies that could include retail site leases, digital advertising and naming rights for other assets.
For Londoners, the key question is whether these kinds of partnerships strike the right balance between commercial necessity and everyday functionality. In the week ahead, TfL officials say they will monitor passenger feedback and make adjustments where needed — but the Bakerl0.0 brand is likely to remain a talking point as long as the Heineken campaign remains visible across the Tube map.