Coca-Cola Could Take Ride on London Boris Bikes as TfL Weighs Up £5.5 Million Bids

By Annifer Jackson

The marketing wing of global drinks heavyweight Coca-Cola could be in line to sponsor London’s Boris Bikes, the cycling scheme named after its Mayor Boris Johnson.

Coca-Cola Enterprises is based in Uxbridge, where Johnson is expected to run as an MP in next year’s general election, and will likely play a large part in promoting the bikes which have already proven popular among visitors and Londoners alike.  

UK bank Barclays is the current sponsor, a deal which is due to end in 2015, with Coca-Cola said to be among a number of well-recognised companies interested in taking on the £5.5 million sponsorship according to Sky News.

It would appear to be a move in keeping with the philosophies of Coca-Cola Enterprises, who promote the brand with continued emphasis on environmental aspects. The marketing division employs 4,000 people in the UK.

The UK’s Transport for London (TfL) is in charge of managing the Boris Bikes, and could come in for criticism if it decides to adopt Coca-Cola, also producer of Fanta and Sprite, for it could be said to send out mixed messages regarding health.

TfL is looking at bids tabled and will be announcing its decision sometime in the middle of next year.

There are more than 700 Boris Bike stations across London and during the 2012 Olympic Games a record 47,105 cycle hires were made in a single day.

Share

Featured Articles

Top 10 most innovative telecom operators in the Middle East

With Dubai-based Telecoms World Middle East in full swing, we chart the most innovative telcos from the region – and look at how they are transforming

Top 10 fastest-growing Indian companies in the UK

Business Chief takes a look at the top 10 fastest-growing Indian companies in the UK, according to the India Meets Britain Tracker from Grant Thornton

Top 10 workplaces prioritising people and planet in the UAE

Sustainable, flexible, collaborative, tech-driven, and amenities-rich, the office of the future considers both people and planet – here are 10 in the UAE

Top 10 female HR execs leading Saudi’s workplace transition

Leadership & Strategy

Top 10 largest asset managers by AUM operating in the UAE

Corporate Finance

Top 10 female CEOs leading Africa’s biggest businesses

Leadership & Strategy