Global drinks company Diageo is sponsoring free New Year’s Eve travel on London’s tubes, buses, trams and some trains for the next three years.

The signing of the deal was marked with a photo op featuring Formula 1 driver Lewis Hamilton taking the control of a Tube train. Diageo has linked with racing team Vodafone McLaren and with Hamilton to promote responsible drinking.

Diageo has signed a three year deal with TfL to sponsor free travel on New Year’s Eve in the capital. The inaugural campaign includes responsible drinking promotion from 9 December until the New Year. In addition, free bottles of water featuring responsible drinking tips will be given away at selected Central London Tube stations during the busiest party nights of the year.

The campaign is part of Diageo’s responsible drinking programme which includes the sponsorship of public awareness campaigns to promote responsible drinking, targeted interventions and initiatives focused on those who misuse alcohol, and providing support for initiatives to boost safety in the night-time economy.

Londoners will benefit from free travel on service from 23:45 on New Year’s Eve until 04:30 on New Year’s Day. Tube, DLR and tram services will run all night on New Year’s Eve, as well as night buses and 24-hour bus routes as usual. Free travel will also apply to London Overground trains running after 23:45 until last train times.

A number of celebrations will be taking place across the Capital to celebrate the New Year, including a spectacular fireworks display on the Southbank organised by the Mayor of London.