Wildstone secures £80 million digital billboard deal with TfL
Deal News | Feb 18, 2025 | B Daily
Wildstone, a leading global billboard company, has entered into a significant £80 million agreement with Transport for London (TfL) to acquire a 99-year lease on 13 of London's most prominent digital billboard sites. This strategic move is expected to bolster Wildstone's digital outdoor advertising presence across high-traffic city locations such as Euston Road underpass and Old Street roundabout. The agreement not only strengthens Wildstone’s position in the market but also provides TfL with a substantial financial injection to enhance its transportation services. Damian Cox, Founder and CEO of Wildstone, emphasized the company's commitment to innovate and redefine digital outdoor advertising. Meanwhile, TfL's Head of Commercial Media, Chris Reader, expressed satisfaction in securing a deal that will allow for new advertising designs while also funneling financial benefits back into the city's transport infrastructure.
Sectors
- Outdoor Advertising
- Transportation
Geography
- United Kingdom – The deal involves Transport for London and digital billboards across multiple prominent locations in London.
Industry
- Outdoor Advertising – The deal involves significant acquisition of digital billboard sites in London, hence it falls under the outdoor advertising industry.
- Transportation – Transport for London (TfL), involved as the vendor in the deal, is a key entity in the transportation sector.
Financials
- £80 million – The total value of the deal between Wildstone and Transport for London for the digital billboard lease.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Wildstone | Buyer | Company | A global leader in billboard advertising, acquiring TfL's digital billboard sites in a high-profile deal. |
| Transport for London (TfL) | Vendor | Government | The government body responsible for overseeing transportation in London, providing 99-year leases for digital billboards. |
| Damian Cox | CEO | Person | Founder and Global Chief Executive of Wildstone, involved in finalizing the acquisition deal. |
| Chris Reader | Head of Commercial Media | Person | TfL official involved in the agreement facilitating the advertising lease deal. |