29th June 2018
Halfords announced as major sponsor of Bikeability – what does this mean for the industry?
The Bikeability Trust is delighted to have secured a deal with Halfords, to sponsor Bikeability for an initial 3 years. This was announced earlier today by Transport Minister Jesse Norman at the annual Cycle City Active conference in Manchester. Press release here.
Halfords has 460 stores nationwide and 90% of the population live within 20 minutes of a store – they have the capacity to market Bikeability widely, as well as offer promotions and training to a large number of people.
The Bikeability Trust will be appointing a Partnership Manager to develop and deliver a promotion and communications strategy with Halfords and their own communications team. We anticipate that this PR activity will significantly raise the profile of Bikeability at a national level amongst the general public (through media coverage and promotion via Halfords stores/on-line and other forms of marketing) as well as with key audiences for Bikeability including schools, teachers, parents and potential trainees through targeted promotions and information campaigns. In turn this will hopefully encourage more people (especially hard-to-reach groups) to take up cycle training.
The Bikeability Trust will be working closely with Halfords over the summer to start to deliver some of these benefits for the industry and will provide regular updates to local authorities, schemes and instructors on our progress.