Case Study
Santander x Transport for London
Consultancy on the commercial framework for sponsorship of London’s cycle hire scheme
In 2015 Santander became the new sponsor of London’s Cycle Hire Scheme in one of the largest non-sports sponsorships in the country. With the sponsorship due for renewal, Transport for London appointed PHAR to construct the business case for the sponsorship, to quantify the value it delivers for Santander.
Client
TFL
Service
PHAR's Solution
PHAR designed a multi-dimensional research programme to measure sponsorship value and impact across a range of metrics, including: · The social value delivered by the scheme itself · Assessment of the strength of the sponsorship’s fit with Santander’s key strategic objectives · Research measuring the impact of the sponsorship on key Santander brand metrics · Evaluation analysis of the sponsorship’s tangible benefits · Benchmarking analysis, comparing the cycle hire sponsorship versus the prices paid for other ‘peer group’ sponsorships
The Result
The research produced a range of compelling findings and statistics, demonstrating both the sponsorship’s value for money and also its success in delivering Santander’s strategic objectives – including its aims for helping to deliver real social value. Amongst the many compelling statistics, it was found that users of the scheme are now nearly twice as likely as non-users to have an account with Santander. The business case put together by PHAR played a key role in helping secure the renewal of the sponsorship for a further term, for what has now become one of the world’s longest-standing sustainability-focused sponsorships.
