---
title: "WEST MIDLANDS CYCLE HIRE SCHEME SPONSORSHIP OPPORTUNITY PRIOR INFORMATION NOTICE"
ocid: "ocds-h6vhtk-02f461"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-02f461"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-02f461.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-02f461.json"
source: "Find A Tender Service"
current_stage: "Planning"
buyer: "WEST MIDLANDS COMBINED AUTHORITY"
published: "2021-11-05"
---

# WEST MIDLANDS CYCLE HIRE SCHEME SPONSORSHIP OPPORTUNITY PRIOR INFORMATION NOTICE

Buyer: WEST MIDLANDS COMBINED AUTHORITY  
Current stage: Planning  
OCID: ocds-h6vhtk-02f461

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## Summary

The West Midlands Combined Authority (WMCA) is currently in the planning stage of a public procurement process for a sponsorship opportunity associated with its Cycle Hire Scheme. The title of the tender is "WEST MIDLANDS CYCLE HIRE SCHEME SPONSORSHIP OPPORTUNITY PRIOR INFORMATION NOTICE." The procurement falls under the services category, specifically within the advertising and marketing services industry, with an estimated value of £2,100,000. The tender process is expected to commence in January or February 2022, and interested parties will be notified at a later date to submit bids for this opportunity, which aims to enhance the visibility of the cycling initiative across the WMCA region in Birmingham, UK.

This tender presents a significant opportunity for businesses in the advertising and marketing sectors, particularly those specializing in sponsorships, branded promotions, and event marketing. Companies that can effectively leverage branding in public spaces, such as vehicle wraps, signage, and digital assets, will find this especially relevant. As WMCA seeks a brand to enhance its cycle hire scheme, businesses capable of creating engaging marketing strategies and visual identities will be well-positioned to compete for this lucrative sponsorship deal. Interested parties should reach out to WMCA's appointed agency, PHAR Partnerships Ltd, for further information and to express their interest.

## 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

### Lot Information

Lot 1

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

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/027892-2021 |
| Notice type | Planning Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Not Specified |
| Procurement method details | Not specified |
| Tender suitability | Not specified |
| Awardee scale | Not specified |
| All stages | Planning |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 5 Nov 2021 |
| Submission deadline | Not specified |
| Future notice date | 31 Jan 2022 |
| Award date | Not specified |
| Contract period | Not specified |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £2,100,000 |
| Lots value | Not specified |
| Awards value | Not specified |
| Contracts value | Not specified |

## Status

| Field | Value |
| --- | --- |
| Tender status | Planned |
| Lots status | Planned |
| Awards status | Not specified |
| Contracts status | Not specified |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | WEST MIDLANDS COMBINED AUTHORITY |
| Locality | BIRMINGHAM |
| Post town | Birmingham |
| Postcode | B19 3SD |
| Country | England |
| ITL 1 | TLG West Midlands (England) |
| ITL 2 | TLG3 West Midlands |
| ITL 3 | TLG31 Birmingham |
| Local authority | Birmingham |
| Electoral ward | Newtown |
| Westminster constituency | Birmingham Ladywood |
| Delivery location | TLG West Midlands (England) |

## CPV Codes

### Divisions

- 79 - Business services: law, marketing, consulting, recruitment, printing and security

### Codes

- 79340000 - Advertising and marketing services
- 79341000 - Advertising services
- 79341100 - Advertising consultancy services
- 79341200 - Advertising management services
- 79342000 - Marketing services
- 79413000 - Marketing management consultancy services

## Release History

- 5 Nov 2021 at 22:44 - Planning - Planning Notice - https://www.find-tender.service.gov.uk/Notice/027892-2021

## Notice URLs

- http://www.wmca.org.uk

## Provenance

This Markdown file is an alternate public rendering of the D3 Tenders contract record. The canonical page is https://d3tenders.com/contract/?ocid=ocds-h6vhtk-02f461. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-02f461.json.