West Midlands Cycle Hire – sponsorship opportunity
We’re looking for an ambitious and innovative partner to sponsor our popular fleet of bikes and eBikes across the West Midlands.
Partner with us
West Midlands Cycle Hire is the largest cycle hire scheme to launch in the UK since London in 2010, with 1,500 bikes and eBikes available across Birmingham, Coventry, Sandwell, Stourbridge, Solihull, Sutton Coldfield, Walsall and Wolverhampton.
We are excited to invite organisations to bid for the rights to sponsor the scheme to October 2025 and potentially beyond. You will play a key role in making cycling accessible to the 2.9 million people living in the region, delivering tangible public health and sustainability outcomes.
Click here to access the tender documents.
An accessible and important local service
Bikes are available 24/7, with 200 docking stations situated at major bus, metro and train stations, visitor attractions and city/ town centres.
A local success story
With the bikes manufactured by Pashley in Stratford-upon-Avon, the docks in Nuneaton and the locking system in Coventry and West Bromwich the scheme is a success story for regional manufacturing.
A highly visible presence across the region
There are over 5,000 branding panels included within the sponsorship, with the bikes and docking stations offering unparalleled brand activation.
Digitally powered
The scheme is powered digitally by Beryl, with the entire customer experience based on an app – making the bikes easy to unlock and ride.
For brands this presents an array of opportunities to engage with users digitally and activate the sponsorship in innovative ways across the scheme’s digital ecosystem which will see the app, website and social channels rebranded!
The eyes of the world on the West Midlands
Taking place from 28 July to 8 August, Birmingham will showcase the West Midlands on a global stage, playing host to the 2022 Commonwealth Games.
It will be the biggest multi-sport event to be held in the UK since the London 2012 Olympics and the largest event ever to be held in the West Midlands region.