Barbados Tourism sponsored Frankfurt’s Cycle Hire Scheme during August and September in a new partnership created by PHAR.
Frankfurt is a key European hub location for Barbados Tourism and we were able to create an impactful partnership across 700 Bikes in the City, which delivered an estimated 120 million impressions as well as contributing to a saving of over 4000kg of CO2!
Get in touch with us to hear more about opportunities for your brand with Cycle Hire properties around the world.
PrettyLittleThing’s sponsorship of the Jet-Bridges Manchester Airport went live this month in a new 12 month partnership brokered by PHAR.
The dominant “takeover” style branding is across all Jet-Bridges in Terminals 1 and 3 reaching millions of travellers as they depart from and arrive in Manchester.
Transport for Greater Manchester has kicked off the process to find a brand to become the first-ever sponsor of the region’s new Cycle Hire Scheme.
The scheme forms an important part of the Bee Network – Greater Manchester’s vision for an integrated London-style transport system and will play an important role in achieving Greater Manchester’s commitment to be carbon-neutral by 2038.
Soft launched by Mayor Andy Burnham in November 2021, the scheme will be second in size only to London’s, with 1,500 bikes -- including 300 e-bikes -- enabling members of the public to hire bicycles for journeys from fixed cycle hire stations across Manchester, Salford and Trafford.
TfGM is now making the opportunity available for a brand to sponsor the scheme and is looking for a partner that shares its values and has a passion for community, sustainability, diversity - and importantly the enthusiasm and commitment to getting even more people pedalling across Greater Manchester. This opportunity would see a commercial partner playing a key role in the growth of the scheme and gaining unprecedented exposure across the conurbation.
Transport sponsorship specialist PHAR Partnerships has been appointed by TfGM to lead the process to secure a sponsor for the scheme.
Andy Burnham, Mayor for Greater Manchester, commented:
“We created a cycle hire scheme in Greater Manchester to give more people access to an affordable, accessible and sustainable form of transport. As the scheme continues to grow, we’re looking for a partner to work alongside us, to continue delivering a first-class bike hire service that will give hundreds of thousands of Greater Manchester residents and workers an affordable, convenient and quick way to get around.
“Enabling active travel is a key target of the Bee Network, and the cycle hire scheme - along with significant investment in world class, segregated routes – will ensure cycling and walking is a safe and accessible transport option.
“This is a really exciting opportunity for an organisation to get involved and make a significant impact in Manchester, Salford and Trafford.”
Dame Sarah Storey, GM’s Active Travel Commissioner: “Since the cycle hire scheme launched in November 2021, ridership figures have exceeded expectations, which is a testament to how well needed the scheme is, and excitingly this is just the beginning.
We know the impact cycling has on people’s physical and mental health, so having a way to travel that supports health is a vital component in a liveable city region. Not only that but having more people make short journeys on foot or bike has a significant impact on congestion and, ultimately, the environment.
“It’s a really exciting moment in the progress of GM’s cycle hire scheme, and now’s the time to find a partner who will help the scheme continue to grow and support the region's ambitions to deliver the Bee Network.”
Parties interested in obtaining further information and/or expressing interest in the sponsorship opportunity should contact David Hoggins, Partnerships Director at PHAR Partnerships:
Transport for London’s flagship sponsorship picked up two major awards at the prestigious 2022 UK Sponsorship Awards ceremony.
Santander Cycles (TfL’s long-running cycle hire scheme, which has been sponsored by Santander Bank since 2015) was announced as the winner of both the Sponsorship Continuity and the Financial Services Spotlight categories.
Over the course of Santander’s sponsorship, the scheme has grown to the largest in Europe, with 14,000 bikes distributed over 100 square kilometres around London and, in 2021, a record 10.9 million hires. New innovations introduced to the scheme in this time include adding Blaze lighting (developed by Beryl) to the front of the bikes, GPS tracking, and an innovative new app to enhance the rider experience.
Santander’s submission to these awards was supported by research carried out by PHAR’s Insight division for our client, Transport for London, demonstrating not just the success of the scheme itself, but the impact that the sponsorship has had on public attitudes and behaviours towards the Santander brand. Amongst the findings, for instance, our research showed:
The cycle hire scheme has stronger associations than any other London landmark or event with values such as “Environmental Sustainability”, “Good for Society” and “Valuable Community Asset”.
The sponsorship resonates at a national level, with twice as many non-Londoners aware of Santander’s sponsorship of the scheme as Londoners.
Nearly all of Santander’s brand image statements are higher amongst those aware of the sponsorship.
Users of the scheme are 80% more likely to own a Santander product than non-users.
Harriet McDonald, TfL’s Commercial Partnerships Lead commented “Santander has been a fantastic sponsor over the past 7 years and it’s great to see their brilliant work in supporting London’s cycle hire scheme recognised in this way. PHAR have put together an exceptional programme of research and evaluation to identify the value that the sponsorship delivers to Santander as a powerful and resonant marketing investment. The quality of PHAR’s work can be seen in its role both in supporting Santander’s decision to renew the sponsorship for a further three years, and also in the impression it has made on the Sponsorship Awards judges. It’s a fantastic piece of work – incredibly rigorous and exactly what we need.”
Alastair Macdonald, Managing Director of PHAR, added “Whilst the cycle hire scheme clearly delivers exceptional exposure for the Santander brand 52 weeks a year, there’s always a question as to whether sponsorships such as this actually work. From this research, it’s very evident that the sponsorship has not only helped build awareness and image for the Santander brand from already strong levels, but has made a difference to people’s actual purchase choices. It’s an exceptionally effective sponsorship, and we’re very proud that our work has played a small role in Santander’s winning submission.”
PHAR Partnerships offers experience and knowledge in the shared mobility schemes, and capable research and analytical ability that could assist brands in evaluating the effectiveness and the impact of their sponsorships or partnerships. Reach out to us at info@pharpartnerships.com!
European Professional Club Rugby (EPCR) has announced IHG Hotels & Resorts as its first-ever Official Hotels Partner. The three-season partnership commenced ahead of the conclusion of this year’s 2021/22 Heineken Champions Cup and EPCR Challenge Cup quarter-finals, and will run through to June 2025.
PHAR are delighted to have brought together IHG and EPCR as part of our ongoing role supporting EPCR’s various marketing and commercial initiatives.
IHG will sit alongside DHL and Tissot in EPCR’s second sponsorship Tier underneath Title Partner Heineken, receiving a comprehensive rights package designed to drive EPCR’s global fanbase to IHG’s exciting portfolio of brands and re-designed loyalty programme, IHG One Rewards. Fans will experience IHG via in-stadium, LED activations, social and digital-savvy campaigns, and more.
Unilever launched their brand new Vaseline campaign at Changi Airport, which marked the first collaboration between PHAR and Unilever.
Vaseline launched a new lip balm product with “I’m welcomed wherever I go” campaign tagline. The campaign aims to show how anyone can apply Vaseline lip balm anywhere they go. Changi airport, then, is chosen as a part of marketing strategy to amplify the message.
Brokered by PHAR Partnerships, British Swimming has extended their partnership with Lebara, up to and beyond Paris 2024.
Lebara became the official telecommunications partner of British Swimming in 2020, joining up through a spirit of community, high performance and valuing connection - particularly relevant through preparations for the Tokyo Olympic and Paralympic Games, in the unprecedented midst of a pandemic. .
Speaking about the new three-year partnership on the opening day of the British Swimming Championships 2022 in Sheffield, British Swimming CEO Jack Buckner said: "It is fantastic that we are able to continue this valuable partnership with Lebara over the next three years, which are set to be busy, exciting times for our sports, in and out of the water.
"We know that Lebara share some of our core values in everything they do. Staying connected is crucial to our training, preparation and competition performances, while our athletes and teams have brilliantly showed their ability to be flexible in an ever-changing aquatics landscape in recent times. In those aspects, we are absolutely joined up - and we look forward to strengthening our relationship moving forward."
Rajesh Dongre, Lebara UK Mobile Commercial Director said: “We’re extremely excited about our partnership with British Swimming and look forward to the next three years. Swimming is a household sport accessible to the British public, it’s affordable and helps bring communities together, aligning completely with our mission at Lebara to keep people connected.”
On March 1st, 2022, PHAR (Singapore) Partnerships and Anywheel Singapore, a bike sharing operator in Singapore, completed the signing of their consultancy agreement.
The scope of consultancy services for Anywheel Singapore includes benchmarking similar or comparable bike hire programs around the globe, deploying PHAR’s own proprietary evaluation sponsorship tools to analyze the value of potential partnerships, as well as developing a ‘ready for market’ sponsorship sales package, which is scheduled to be released to the market in H2 2022.
PHAR (Singapore) shall bring in their own globally experienced team, who is behind the success of well-established micro-mobility programs including London’s Santander bike hire scheme and OVO bike in Cardiff.
It’s been a busy week for PHAR in Accra as Marcus Wight, CEO of Phar Partnerships, and Yaw Amponsah, CEO of Asante Kotoko, meet with key figures in the region as PHAR prepares to launch its latest office in Ghana.
Marcus Wight with John Kufuor, former President of Ghana (2001-2009)
Marcus and Yaw Amponsah meeting with Ghana’s Minister of Youth and Sports, Mustapha Ussif
Marcus and Yaw with Akwasi Agyeman, CEO, Ghana Tourism Authority
Marcus at the unveiling of the new Asante Kotoko team bus, funded through a sponsorship deal with Access Bank
Following a competitive tender process, PHAR Partnerships has been appointed to find a sponsor for BTN BikeShare - the cycle hire scheme covering Brighton & Hove and Adur & Worthing.
Companies have the chance to lend their name to one of the most successful cycle hire schemes in the country, with branding on BTN BikeShare bikes, hubs and digital platforms.
They would follow in the footsteps of American Express and Life Water who co-sponsored the scheme when it launched in September 2017 and join the likes of Santander, Citibank and NowTV as major sponsors of similar schemes in London, New York and Dublin respectively.
PHAR has vast experience for cycle hire schemes, appointed to consult on the sponsorship opportunity for schemes for Transport for London (TfL) and Transport for Greater Manchester (TfGM) as well as Transport for West Midlands and schemes in Glasgow and Cardiff.
Since launching just over four years ago, the BTN BikeShare has expanded to 563 bikes docked at 86 hubs across the city. Over 350,000 journeys are made every year and 3.3 million miles have been covered since it began operating.
A relaunch and reorganisation of the scheme will soon see it expanded into Adur & Worthing with a combined fleet of more than 1100 bikes, 50% of which will be electric bikes.
Co-Chair of the Environment, Transport and Sustainability committee, Steve Davis said “BTN BikeShare is a hugely popular scheme in the city among residents, tourists and commuters. It’s been amazing to see it go from strength to strength.
“It really is a something our community can be very proud of. We really want to see it grow both in and around the city.
“Sponsorship is a golden opportunity for a business to be part of BTN BikeShare as it renews its fleet and introduces electric bikes. If Adur and Worthing decide to join the renewed scheme, that expanded reach means we’ll have even more to offer corporate partners. I look forward to new businesses coming on board.”
Marcus Wight, PHAR CEO said: “BTN BikeShare is one of the most successful cycle hire schemes in the UK and we are delighted to be appointed to secure a long-term brand partner for the next phase of the scheme.
“Cycle hire sponsorship offers a unique 365 days a year platform for a brand to integrate itself within the fabric of a community.
“These schemes are increasingly popular with brands that wish to help make towns & cities a better place to work, live or visit and communicate memorable associations around community support, reducing emissions and tackling climate change.”
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