Starling Bank has been revealed as the first sponsor of the Greater Manchester Bike Hire Scheme in a deal brokered by transport sponsorship specialist PHAR.
The cycle hire fleet will adopt a new name, Starling Bank Bikes, with bikes bearing the new branding set to hit the streets of Manchester, Trafford and Salford from February.
The new partnership is the biggest sponsorship deal in Transport for Greater Manchester’s (TfGM’s) history and a significant endorsement for the Bee Network - Greater Manchester’s ambition to deliver a fully-integrated, London-style transport system.
Starling Bank, which already employs 3,200 people in London, Cardiff and Southampton, recently chose Manchester as the home for its northern expansion owing to the city’s pool of fintech talent, and its status as the UK’s Top Digital Tech City. The digital bank’s new office in St Peter’s Square will house more than 1,000 new roles in the north.
The sponsorship deal is the latest sustainability initiative from the bank, which doesn’t have branches, doesn’t invest in fossil fuels, and offsets its carbon emissions.
Money generated from Starling’s sponsorship will be reinvested into the scheme, supporting ongoing operational costs, such as bike and stand maintenance and future expansion.
Mike Mellor, Head of Commercial Services at TfGM said: “We are delighted to partner with Starling Bank as the first sponsor of the Greater Manchester bike hire scheme.
“The sponsorship will see the scheme undergo an exciting re-brand to become Starling Bank Bikes, with the full bike fleet, stations and app to get a new look in the coming months.
“This is the biggest sponsorship agreement in TfGM history and the revenue will be reinvested back into the bike hire scheme for the benefit of our customers.”
“It has been great to work with PHAR on this project and we are really grateful for their hard work in helping us shape and find a partnership that we know will be hugely beneficial for both parties.”
Alastair Macdonald, PHAR Partnerships Managing Director, added: “From the start we were determined to help secure a sponsor with a true and strong connection to Manchester, and who would be committed to working with TfGM in a genuine partnership.
“As one of the most exciting new employers to set up in Manchester in recent years, Starling Bank is a perfect sponsor for the scheme and we are delighted to have been able to help create this partnership to help the scheme to continue to succeed and grow.”
Susanna Yallop, Chief People Officer at Starling Bank said: “There was no question that Manchester would be home to our next phase of growth; we’ve hired some incredible talent here and have ambitious plans for further job creation.
“We look forward to seeing how our investment in Starling Bank Bikes will boost the breadth of the cycle scheme, and Starling’s presence in the north.”