Barclays to discontinue its sponsorship of 'Boris Bikes' as cycle deaths on London roads increase

 

They were the gleaming pay-as-you-ride cycles designed to steer the capital towards a two-wheeled revolution. Now, just three years on, Barclays is preparing to part company with Boris Johnson's bicycle hire scheme in wake of increased public safety concerns and a mounting cycling death toll.

Barclays has confirmed plans to discontinue its sponsorship of “Boris Bikes” at the end of its contract in 2015. The move comes in wake of a strategic review of its sponsorship deals and concerns over cycling safety in the capital, following a spate of deaths in London, not least that of 20-year-old Frenchwoman Philippine Degerin-Ricard who became the first person to be killed riding a Boris Bike in  August, after she was struck by a lorry on Whitechapel High Street.

Barclays said that they would be honouring the term of the contract until August 2015, and in a joint statement the bank and TfL claimed that they had mutually agreed against “an option to extend”. But there is no doubt that the move comes sooner than TfL would have liked, leaving the scheme in search of a new sponsor.

The scheme was introduced to the capital amid great fanfare in 2010 and the bank's logo has been seen on the blue cycles since their introduction. A Barclays spokesman said the decision was the result of a long-term analysis of the sponsorship agreement and had nothing to do with the recent tragedies.

While some hire costs have increased, the number of riders have fallen. Figures from TfL show that 726,893 journeys were made in November 2012 - but only 514,146 the same month this year.

In a statement, TfL's Graeme Craig, said: “Barclays has not pulled out of the cycle hire sponsorship deal. After the current sponsorship deal with Barclays ends - in two years' time - the cycle sponsorship portfolio will fundamentally change. Cycle hire will become part of a much wider and larger cycling sponsorship offer encompassing cycle hire and the major new commitments made in the Mayor's cycling vision - new flagship segregated routes through the heart of London, new Quietway backstreet routes, along with cycle training and potentially other forms of active travel.”

Start your day with The Independent, sign up for daily news emails
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA year of political gossip, levity and intrigue from the sharpest pen in Westminster
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Tradewind Recruitment: English Teacher

Negotiable: Tradewind Recruitment: This post arises as a result of the need to...

Tradewind Recruitment: Class Teacher Required ASAP In Uminster

£120 - £150 per annum: Tradewind Recruitment: I am recruiting on instruction o...

Ashdown Group: Head of Finance - Financial Director - London - £70,000

£70000 per annum: Ashdown Group: Head of Finance - Financial Controller - Fina...

Ashdown Group: Marketing Executive - Wimbledon, SW London

£24000 - £28000 per annum + benefits: Ashdown Group: Marketing Executive - Wim...

Day In a Page

Greece elections: In times like these, the EU has far more dangerous adversaries than Syriza

Greece elections

In times like these, the EU has far more dangerous adversaries than Syriza, says Patrick Cockburn
Holocaust Memorial Day: Nazi victims remembered as spectre of prejudice reappears

Holocaust Memorial Day

Nazi victims remembered as spectre of prejudice reappears over Europe
Fortitude and the Arctic attraction: Our fascination with the last great wilderness

Magnetic north

The Arctic has always exerted a pull, from Greek myth to new thriller Fortitude. Gerard Gilbert considers what's behind our fascination with the last great wilderness
Homeless Veterans appeal: Homeless in Wales can find inspiration from Daniel’s story

Homeless Veterans appeal

Homeless in Wales can find inspiration from Daniel’s story
Front National family feud? Marine Le Pen and her relatives clash over French far-right party's response to Paris terror attacks

Front National family feud?

Marine Le Pen and her relatives clash over French far-right party's response to Paris terror attacks
Pot of gold: tasting the world’s most expensive tea

Pot of gold

Tasting the world’s most expensive tea
10 best wildlife-watching experiences: From hen harriers to porpoises

From hen harriers to porpoises: 10 best wildlife-watching experiences

While many of Britain's birds have flown south for the winter, it's still a great time to get outside for a spot of twitching
Nick Easter: 'I don’t want just to hold tackle bags, I want to be out there'

'I don’t want just to hold tackle bags, I want to be out there'

Nick Easter targeting World Cup place after England recall
DSK, Dodo the Pimp, and the Carlton Hotel

The inside track on France's trial of the year

Dominique Strauss-Kahn, Dodo the Pimp, and the Carlton Hotel:
As provocative now as they ever were

Sarah Kane season

Why her plays are as provocative now as when they were written
Murder of Japanese hostage has grim echoes of a killing in Iraq 11 years ago

Murder of Japanese hostage has grim echoes of another killing

Japanese mood was against what was seen as irresponsible trips to a vicious war zone
Syria crisis: Celebrities call on David Cameron to take more refugees as one young mother tells of torture by Assad regime

Celebrities call on David Cameron to take more Syrian refugees

One young mother tells of torture by Assad regime
The enemy within: People who hear voices in their heads are being encouraged to talk back – with promising results

The enemy within

People who hear voices in their heads are being encouraged to talk back
'In Auschwitz you got used to anything'

'In Auschwitz you got used to anything'

Survivors of the Nazi concentration camp remember its horror, 70 years on
Autumn/winter menswear 2015: The uniforms that make up modern life come to the fore

Autumn/winter menswear 2015

The uniforms that make up modern life come to the fore