A self-made business woman is leading a bid by small businesses to take over sponsorship of the capital’s iconic Boris bikes.
Emma Jones, founder of small business network Enterprise Nation, is spearheading the deal which would see London start-ups at the centre of a sponsorship deal with Transport for London (TfL).
Speaking after appearing on London Live’s Power Lunch today, Emma said: “Small businesses are at the heart of this bid that will see Boris bikes move to a next level of digital development.
“London is the start-up capital of the UK and this proposal will leverage an important part of the city’s transport infrastructure to deliver a boost to the small business community while harnessing technology.”
The bid would see a large firm fund a percentage of the £37m price tag for the TFL sponsorship.
It would also include a revenue share from a new interactive app that will deliver deals and events to London cyclists from small businesses.
Enterprise Nation is working on the bid in partnership with The Marketing Agencies Association (MAA)
The proposal will see small businesses and pop-ups signposted via the app as well as advertised on flagship bikes.
The joint bid will be submitted later this month when it will be put to a public vote.
The distinctive blue cycle hire scheme is currently sponsored by Barclays. But TfL are tendering the contract following Barclays decision to end the partnership.