Santander cycle hire brand partnership with TFL

Case Study

Santander x Transport for London

Consultancy on the commercial framework for sponsorship of London’s cycle hire scheme

The Challenge

The Challenge

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

Sponsorship / Consultancy

Opportunity Assessment

Impact Measurement

Santander cycle hire in London
Santander cycle hire in London
Santander cycle hire in London
Woman riding a Santander Bike in London
Woman riding a Santander Bike in London
Woman riding a Santander Bike in London
Woman riding a Santander Bike in London

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

Santander and Transport for London brand partnership
Santander and Transport for London brand partnership
Santander and Transport for London brand partnership

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.

Santander London Cycle Hire Bike
Santander London Cycle Hire Bike
Santander London Cycle Hire Bike
Santander London Cycle Hire Bike

Want to unlock the value of sponsorships & brand partnerships?

Want to unlock the value of sponsorships & brand partnerships?

Want to unlock the value of sponsorships & brand partnerships?

Want to unlock the value of sponsorships & brand partnerships?