WEST MIDLANDS CYCLE HIRE SCHEME SPONSORSHIP OPPORTUNITY PRIOR INFORMATION NOTICE

West Midlands Combined Authority (WMCA) launched a public cycle hire scheme in February 2021. Operated by SERCO under a contract that runs to October 2025, with an option for a further three-year extension, the scheme enables members of the public to rent bicycles for short journeys from fixed docking points throughout the WMCA region. The scheme is planned to consist of approximately 2,000 bikes by early 2022, of which approximately 1,675 will be ‘standard’ pedal bikes and 325 e-bikes, distributed across 260 docking stations. By 2024 the scheme is planned to consist of 3,000 bikes, including a higher proportion of e-bikes. The scheme will, consequently, be the second-largest in the UK after London’s scheme, serving the second-largest urban population in the country.

WMCA is now making the opportunity available for a brand to sponsor the scheme. Sponsorship rights are anticipated to include (but not necessarily be limited to):

• Naming rights to the scheme (eg “Sponsor’s Name Bikes” or similar, to be agreed)
• Creation of composite official scheme logo, incorporating the sponsor’s name/logo
• Sponsor’s branding on the bikes: rear wheel fins (x 2 per bike) and front basket
• Sponsor’s branding on signage at docking stations
• Sponsor’s branding on bike redistribution vehicles
• Sponsor’s branding on scheme digital assets: website; app

A notice will be issued at a later date inviting interested parties to submit bids for the sponsorship. It is currently anticipated that this tender process will take place in January or February 2022, though this is subject to change.

The structure of the tender is still to be defined.

WMCA has appointed PHAR Partnerships Ltd as its exclusive agency to represent WMCA in marketing this sponsorship opportunity. Parties interested in obtaining further information and/or expressing interest in the sponsorship opportunity should contact David Hoggins, Partnerships Director at PHAR Partnerships:

Email: david.hoggins@pharpartnerships.com

Tel: 07854 745753