The tender process for London’s cycle hire scheme opened today amid claims from Transport for London that ‘Top brands’ have already stepped forward and shown an interest.
The Mayor of London was accused of ‘giving away’ the previous sponsorship to Barclays after the deal wasn’t initially put out to tender. Barclays initialy deal was said to be worth £50m but the bank pulled out of the deal early after only paying half the amount it had initially agreed. Boris Johnson was accused of cronyism
>> Save up to 31% with a magazine subscription. Enjoy the luxury of home delivery and never miss an issue <<
So who else should look to get such a sugar-coated deal? It will provide them with non-stop publicity on the 10,000 bikes available from 570 sites around London not to mention the various fund raising stunts that people have brilliantly used them for.
According to TfL the new commercial partner will get:
- naming rights on the scheme
- Chance to select the colour scheme
- Use of that colour scheme on vehicles and their staff uniforms
- Having the brand on public-facing communication materials
What name would you like to see on the bikes? Let us know in the comments section below.
Cycling Weekly challenge: Cycle hire bike versus black cabs versus public transport. Who would win a race across London?