Following a competitive tender process PHAR Partnerships has been appointed by Transport for London (TfL) to carry out a sponsorship evaluation of the capital’s cycle hire scheme.
The scheme, sponsored by Santander since 2015, is one of the largest and most successful in the world, with over 10 million hires in 2019, and over 400,000 members.
PHAR will undertake a comprehensive analysis of the value generated for Santander from the scheme’s multiple touchpoints, including assessment of the brand attributes and the social value associated with the scheme.
“It is now 5 years since Santander and TfL partnered up to deliver arguably the most successful bike share scheme in the world,” commented Harriet McDonald, Commercial Partnerships & Experiential Marketing Lead at TfL. “Much has changed in that time, and the scheme has gone from strength to strength, and so it is important for TfL to have a thorough and credible analysis of the sponsorship’s true value, as we move towards the completion of the original 7-year sponsorship term. Having worked with PHAR on a number of projects before we are well aware of the quality of their analysis and the intelligence of their marketplace insights and are very much looking forward to working with them again on this important sponsorship.”
Alastair Macdonald, PHAR’s Managing Director added: “Having also been working with Transport for Greater Manchester and Transport for West Midlands on their bike share sponsorships we are very aware of how important these schemes are to ensuring modern cities function efficiently whilst at the same time helping to tackle both climate change and public health and wellbeing. Already recognised as world class, London’s scheme is only going to get more important in the new situation we are in, as evidenced by the massive uplift in rides during the lockdown period. We are absolutely delighted to be working with Transport for London again on this high-profile and valuable sponsorship.”