Barclays Cycle Hire, an initiative which provides an affordable, sustainable and environmentally friendly transport network in central London, has won at the 2011 European Sponsorship Awards.
The event, which took place this week in Amsterdam, was aimed at celebrating the best sponsorship programmes across sectors including sport, culture, entertainment and media.
Barclays Cycle Hire won in the Business to Community category, which recognises corporate sponsorships that have created a positive impact on the environment and society.
Judges from the European Sponsorship Association, which organised the event, said: “The simplicity and effectiveness of the Barclays Cycle Hire campaign made it the deserving winner.
“Its impact on the community was tremendous; it met a range of business objectives and was also credited for its longer term plans.”
Other sponsorship initiatives shortlisted in the Business to Community category were insurance company AEGON’s Schools Tennis programme; the Sensory Play Areas project launched by telecommunications company BT and the charity Lord’s Taverners; and the Royal Bank of Scotland’s partnership with the Prince’s Trust.
Since they were launched in July 2010, Barclays London cycle sponsorships – Barclays Cycle Hire and Barclays Cycle Superhighways – have now won 15 industry awards across the transport, marketing and sponsorship sectors.
Those who wish to become a member of the Barclays Cycle Hire scheme should visit the: