With over 4 million passengers and 17 boats, City Cruises offered a unique opportunity for a brand to become an iconic part of London. We evaluated naming rights as well as the potential to build a global network of branded boats.
Evaluating Naming Rights
City Cruises runs sightseeing passenger boats along the River Thames in London. With 4 million passengers a year and 17 boats, they are a familiar sight to both Londoners and tourists alike. The River Thames is generally an advertising-free waterway, but the Naming Rights of City Cruises boats would enable a brand to be displayed on the boats. This would give a brand a unique opportunity to become an iconic part of London.
BDS surveyed the boats and drew together all the potential exposure points, both on the ship’s exterior and onboard. The number of passengers and the audience along the Thames, on bridges and the surrounding hotels and offices, were estimated using various surveys and published figures to evaluate the value of the naming rights.
Unique Brand Exposure
BDS then took into consideration the additional brand exposure from everything from advertising, staff uniform, printed material, ticket booths and even social media shares to come to a valuation of the opportunity.
Global Potential
BDS then explored the potential to replicate the opportunity in New York and Chicago, where the owners have similar operations, with a view to building a global network of branded boats across the world’s most vibrant cities.
Did you know?
City Cruises can trace its roots back to the 1970s, when Gary and Rita Beckwith OBE, Chairman and CEO respectively, acquired a fuel barge with which to supply the various boat operators on the River Thames.
Last Updated on February 24, 2026
