IJBAAN is an urban cable car system planned for Amsterdam, as part of an integrated public transport plan, to link the upcoming north of the city to the to the newly built Harbour City. 

Amsterdam is a major port for container and cruise line ships, which poses a challenge for building bridges across the IJ river. The solution to the problem is the giant, 100 metres tall, cable car system. The IJBAAN cable car is scheduled to be opened in 2025 when the city celebrates its 750th birthday.

BDS Sponsorship were tasked with analysing the potential sponsorship value of the Cable Car.  The in-depth, multi-faceted process involved working with a range of primary and secondary resources. Data (including local maps), projected passenger numbers, and architects’ drawings (among other sponsorship assets), were taken into consideration. This analysis included the visibility of the sponsors’ name on the cable car and on local transport maps. BDS could then place a financial value on the potential sponsorship income for the first ten years that the IJBAAN will operate.

Bas Dekker, IJBAAN Founder and Director said,

“After talking to other agencies, we appointed BDS Sponsorship because of their extensive experience in this area. With a very quick turnaround time, the BDS team provided us with a detailed and robust evaluation with strong recommendations in the accompanying report which will significantly support us in the development phase of IJBAAN and beyond.”

Image from UNStudio.

This is not the first time BDS has worked with a Cable Car sponsorship project. We previously worked with Transport for London (TFL) to secure sponsorship income of £ 36.5 million for their Cable Car. During that project, we significantly increased the sponsorship value of the TfL cable car by identifying the opportunity to include the sponsor of the cable car (Emirates Air Line) on transport maps and on directional road signage.

Last Updated on May 16, 2024