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.

Group cycling on West Midlands Cycle Hire

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.

Docking station with totem

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!

Using the Cycle Hire app

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.