Research carried out by PHAR for Transport for London has revealed the impact on the GPay brand created by its long-running sponsorship of the Oyster card readers on the London Underground.
The GPay logo has been displayed on thousands of Oyster card readers at the gates of TfL’s 272 Underground stations since 2020, boosted periodically with supplementary high-profile branding around ticket machines at selected stations.
PHAR’s research has demonstrated that not only is there healthy recognition for the sponsorship, but that this has then successfully led on to building key brand metrics for GPay, including brand familiarity, several important brand image dimensions, consideration and preference – and also usage for paying for non-travel items such as shopping and eating out.
“GPay has been a valued partner of TfL for several years,” commented Harriet McDonald, Transport for London’s Head of Commercial Partnerships.
“Their branding is ubiquitous to travellers throughout the Underground network – and what this research has demonstrated is that this visibility has made a real difference to the GPay brand, building important brand perceptions and encouraging greater usage. In the end what matters with sponsorships is that they work – and it is great to have this hard evidence to show that this one has worked so strongly.”
