Cable Car over the Thames, built for the Olympics in 2012. Cost effectiveness is sometimes questioned as ridership is below expectation. The line due controversy when it opened, due to sponsorship from Emirates. This marked the start of more commercial sponsorship finding its way onto the Transport for London Network. Stations were even named "Emirates Greenwich Peninsula" and "Emirates Royal Docks."Perhaps the most extreme example of corporate rebranding on TfL is Bond Street being renamed "Burberry Street" in 2023
