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@Oliver Schick
neu is right that corporate sponsorship came along quite late in the day. The intention under the previous Mayor was to fund the scheme without corporate sponsorship (the Paris model of allowing a large advertising agency to run it wouldn't have worked here, as it would have involved negotiating separate advertising contracts with all local authorities--in Paris, it was in the Mayor's gift to grant city-wide advertising space). Whether that would have worked is another question, but it was certainly the intention.