Marketing agency appointed to drive sponsorship of Singapore’s bicycle sharing system

The Land Transport Authority of Singapore has appointed sports marketing agency Lagardère Sports and The X Collective to drive sponsorship and marketing opportunities for Singapore’s Bicycle Sharing System.

The announcement:

Global sports marketing agency, Lagardère Sports, and The X Collective Pte Ltd (XCO), a subsidiary of SMRT Commercial, have been appointed by the Land Transport Authority of Singapore (LTA) as the official Sponsorship and Marketing Consultant for Singapore’s first ever large-scale Bicycle Sharing System.

Under the agreement, the consortium will lead the procurement of sponsorship and marketing opportunities to support the nation’s Bicycle Sharing System for the next eight years.

Lagardère Sports and XCO will work together to develop and manage a fully integrated sponsorship platform for the Bicycle Sharing System which is expected to be launched in Singapore from end 2017. Through the sponsorship programme, companies can maximise their brand visibility and connect with their target audiences through a plethora of branding and marketing opportunities such as exclusive naming rights, digital marketing and advertising, mass media and community engagement as well as corporate social responsibility and event campaigns.

Potential sponsorships for the Bicycle Sharing System will be delivered across three principle categories:

  • Naming Rights
  • Founding Partners
  • Official Sponsors

The sponsorship packages will be exclusive, flexible and tailored to each individual brand. With over 700km of cycling paths to be provided island-wide by 2030, sponsors will be able to leverage multiple touch-points via an innovative medium to connect with their target consumers 24/7, 365 days a year.

“Lagardère Sports is proud to play a pivotal role in this ground-breaking project that will benefit all Singaporeans. Our global expertise and experience in cultivating commercial partnerships puts us in good stead to help brands build their profiles and connect with the right audiences across the right touch points,” said Adrian Staiti, Executive Vice President, Global Partnerships, Lagardère Sports.

“We are confident that the brand community in Singapore will recognise the special engagement opportunities that Singapore’s Bicycle Sharing System offers. A large-scale bicycle sharing scheme has never been undertaken in this country, so this flagship scheme represents a unique opportunity to position one’s brand alongside a trailblazing programme that helps to connect Singaporeans to where they live, work and play.”

“The X Collective is pleased to partner Lagardère Sports in this initiative which will add a sustainable transportation option aimed at enhancing the lives of Singaporeans. Our expertise in digital out-of-home advertising, community outreach and public education makes us well positioned to engage community and corporate partners, and connect them with the Bicycle Sharing System. We are committed to ensuring that the scheme is well supported by brands and partners, which is key to the overall success of this project.” said Dawn Low, Managing Director, XCO.

Walk Cycle Ride SG is part of LTA’s vision to build an inclusive city with an enhanced transport network that will benefit all communities. Through the programme, LTA hopes to inspire more Singaporeans to include walking, cycling and riding public transport as part of their daily commute.

As announced previously, LTA will implement the self-service bicycle-sharing scheme in Singapore from end 2017. The scheme will be introduced at the Jurong Lake District (JLD) and potentially in Marina Bay/ City Centre, Tampines and Pasir Ris which will encompass over 2,300 bicycles and about 230  docking stations in total across the three locations.

Source: Lagardère Sports press release


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