sponsorship

The Toronto Star and CBC Metro Morning's Matt Galloway have already announced that BIXI Toronto is a done deal: the bikes will be launching next May.

They're probably right but we mustn't forget that there is still the sponsorship milestone to complete. BIXI is still working on the sponsorships to get the $150,000 out of $600,000, after ING Direct promised $450,000 of the amount needed each year for the next three years.

BIXI will put the company name on a station as well as on the station map

If you're reading this and you pull the strings in your company, or you have the ear of a businessperson, then you may be interested in knowing that the BIXI membership is growing and that your name could end up on your own station as well as on the website (see Montreal's version).

There are two ways a business can sponsor: by sponsoring a station or by purchasing corporate memberships - much like Autoshare did last night.

We hear that sponsorship interest has increased quite a bit in the last few weeks as the 1000 milestone approached. You might want to get in while you can. Contact Sean Wheldrake at swheldra@toronto.ca.

We can haz BIXI?: Photo by Yvonne Bambrick

BIXI Toronto reached the 1000 member mark tonight - actually at least 1040 as of last count. The announcement took place at the BIXI 1000 Party at the Steam Whistle, where Autoshare helped push it over the top with corporate memberships. The BIXI team had a bit of luck that the numbers spiked a bit in the last couple weeks and helped ensure that the event coincided nicely with this milestone.

We know now that Torontonians are not some alien creatures, they like the idea of bikesharing as much as any other city, whether it be Minneapolis, London, Washington DC or Montreal.

The last milestone is sponsorship. BIXI is most of the way there: ING Direct has ponied up for $450,000 out of $600,000. They are reportedly close in tying up deals for the remaining sponsorship. And every membership over the 1000 can be directed towards the sponsorship requirements. As of tonight that means an additional $4000. It also means the BIXI team will still be showing off the bikes until they are knee-deep in snow (if we get an early November snowfall this year).

ING Direct Canada's lion will appear on the BIXI Toronto bikes next spring, as they've signed on as the primary sponsor of the bikesharing program. Mayor Miller and Public Bike System Company reps announced ING this morning.

“Public bike systems like BIXI can significantly reduce the cost of commuting and make a healthy impact on our cities and our lives,” said Peter Aceto, President and CEO of ING DIRECT Canada. “We are always excited to help Canadians save their money so being a part of bringing BIXI to the Toronto community is a great fit for ING DIRECT.”

No word on what percentage of the sponsorship needed is being provided by ING, though I was assured it was a substantial proportion. BIXI Toronto is required to raise $600,000 for each of the next three years.

In related news, ING Direct has also sponsored the custom painted, Toronto Cyclists Union bike giveaway. Is it a coincidence that this Dutch company is supporting cycling in a big way?