TfL seeks new sponsor for iconic Cycle Hire scheme
3 Jun 2014 01:53 PM
Unique opportunity for the private sector to be
associated with London’s internationally recognisable Cycle Hire
scheme
- New
sponsor would gain unprecedented exposure across London and on the TfL network
- one of the busiest transport networks in the world
- Sponsorship to include naming the scheme and having
branding on the 10,000 iconic bikes that have seen 30 million journeys
since the launch
Transport for London (TfL) yesterday, Monday 2 June,
asked for expressions of interest to sponsor the London Cycle Hire
scheme.
This is a unique and exciting chance for the private
sector to be associated with one of London’s internationally recognisable
forms of transport and to gain unprecedented exposure across London.
This opportunity would see a commercial partner playing
a fundamental role in the future development of the scheme, which has fast
become part of the fabric of London.
Sponsorship encompasses a range of naming and branding
opportunities, including naming the scheme and having the sponsor’s
branding on the iconic bikes.
The
scheme has had a fantastic four years with the current sponsor, Barclays, and
has seen many exciting developments since the launch with an expansion to east
London in 2012 and south west London last year.
The
current sponsorship ends in summer 2015 but a new sponsor could be in place
early next year.
The
scheme, which is already the second largest cycle hire system in Europe,
recently celebrated 30 million journeys since its launch in 2010 and remains a
popular and affordable way to travel around London for work or
leisure.
There are over 10,000 Cycle Hire bikes available across
London with everyone from tourists, Hollywood film stars, Premier League
footballers, musicians and high profile comedians using the
scheme.
The
Mayor of London, Boris Johnson, said:
'With more than 30 million hires since its launch
there can be no doubt that our trusty bicycles have changed the way people get
around our great city.
This is a unique opportunity for a commercial partner to
put their stamp on a mode of London transport that is now as recognisable as
our iconic black cabs and red buses.
We
are looking for a sponsor whose aspiration matches our own, one with the
passion to take the scheme to the next level and get even more people
pedalling.'
TfL’s Director of Commercial Development, Graeme
Craig, said:
'Sponsorship of the Cycle Hire scheme offers a
unique and exciting opportunity for a leading company to be entwined within the
fabric of London.
The
Cycle Hire scheme is already part of London’s iconic transport network
and will give a new commercial partner an exceptional level of exposure for
their brand as we develop the scheme further.'
A
commercial partner would receive a range of unique high visibility
opportunities for their brand including:
- Naming the scheme
- Opportunity to select a colour for the scheme –
which would also go on the renowned Cycle Hire roundel
- Branding and adding the scheme colour to all street
property including vehicles, docking points and pay terminals, as well as staff
uniforms and membership keys
- Having the brand on extensive public facing
communication materials including pan-London marketing campaigns, press
releases and promotional events
Documents setting out the full range of rights on offer
will be available at www.tfl.gov.uk/cyclehiresponsorship.
Interested parties are encouraged to register their
interest now via londoncyclehire2015@tfl.gov.uk.
It
is anticipated that an official Cycle Hire commercial partner will be announced
early next year.
This summer will see a series of cycling events in
London which include the first ever Cycle Hire race in at London Nocturne on
Saturday 7 June, the return of the Tour de France, Prudential RideLondon and
the Tour of Britain - together they will help to cement London’s
reputation as a true cycling city and will inspire thousands more Londoners to
take to two wheels, building on the Mayor’s ambition for cycling to be an
integral part of the transport network.
The
Mayor is already delivering a vast £1billion programme of improvements as
part of his cycling vision - creating a series of major new segregated cycle
routes, enhanced cycling superhighways, urban quietways and turning some outer
London boroughs into Mini-Hollands.
Notes to Editors:
- The
sponsorship contract would be over a seven year period with a minimum
£5.5 million investment from the sponsor per year;
- A
formal tender document setting out the full range of rights on offer will be
available on 8 July here. Interested parties are encouraged to register their
interest now via londoncyclehire2015@tfl.gov.uk.