Santander has renewed its sponsorship of London’s cycle hire scheme for another seven years – from September 2025 to 2032 - continuing the long-running success of the bank’s partnership with Transport for London (TfL). The renewal marks the beginning of a multimillion-pound investment into the scheme, which will see improvements to the fleet, on-street infrastructure, and a new and improved Santander Cycles app, making it quicker and easier for customers to hire bikes.
PHAR Partnerships provided consultancy and support for TfL in its discussions, putting together the business case for the renewal.
PHAR’s work included evaluation analysis, pricing benchmarks, assessment of strategic strengths and brand impact research. PHAR also created a Social Value Scorecard, providing quantifications of the social value delivered by the cycle hire scheme in more than a dozen different areas.
PHAR has been providing TfL with sponsorship consultancy and evaluation since 2012.
