If this is the first time there has been a cycle hire scheme in a country’s capital city, how can either party assess its value as a brand sponsorship opportunity?  PHAR Insight undertook a comprehensive review of all the touchpoints where value was delivered to the sponsor, and analysed the value of each of these touchpoints’ marketing delivery.  This analysis not only helped justify the sponsorship pricing, but also revealed which components in the package were most significant for delivering sponsorship value.