In its biggest UK sponsorship deal since the one with Arsenal, Emirates has inked a Dh204 million deal with the office of Boris Johnson, the London Mayor, and Transport for London (TfL) to sponsor a new cable car system across the River Thames. Called Emirates Air Line, the cable car system will run between Greenwich Peninsula and the Royal Victoria Docks. It is expected to carry two million passengers annually, when completed next year, with the stations pre-fixed with Emirates. They will also carry a specially designed roundel — the familiar symbol of the London Underground, and both branded stations will be shown on the British capital\'s Underground map, Emirates said in a statement. Analysts believe this move by Emirates is a lucrative one.