However its latest deal, which sees it takeover from Barclays as title sponsor of Transport for London’s bike hire scheme, illustrates how its sponsorship priorities are moving frown awareness to engagement.
The much-anticipated partnership was confirmed last week with a press conference to unveil the new red and white livery of the 11,500 bikes, 748 docking stations and 32 service vehicles that will spread across the capital. Santander is paying considerably for the honour – £6.25m a year for the rights and a further £1m annually to try and grow the scheme. This compares to the £5m a year paid Read full story ›
Source: Marketing Week
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