TfL Cycle Hire Sponsorship Rights Recompete

The Challenge

Barclays’ sponsorship of TfL’s cycle hire scheme was due to expire and TfL needed to determine its approach to competing the sponsorship rights and maximise the value received in return. A large number of sponsorship package options were available across a wide estate, including new digitally enabled options as a result of the take-up of smart phones, and to make the competition effective and compelling, it was necessary, pre-competition, to identify packages of viable options.

Our Approach

ASE’s responsibilities included working with key stakeholders to:

  • Identify the viable sponsorship packages of core rights and additional optional rights to be offered to the market. This involved working closely with the incumbent cycle service provider to understand the indicative costs, timetable and implementation approaches.
  • Develop the offer documentation and the structure of responses to publish to the market.
  • Develop the evaluation criteria, scoring guidance and the method for determining the most advantageous offer by combining the cash benefits and the promotion of cycling benefits.
  • Develop the competition process and timetable.

The Results

  • An accelerated and focussed competition.
  • Robust and transparent mechanisms to maximise the value to TfL.
  • Reduce risk in all key dimensions: value delivered; timetable; challenge.

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