Buses will advertise local attractions and business destinations along their routes following a sponsorship deal between Adverta Transport Advertising and bus operator Transdev.

Ripon-based Adverta believes the deal is a UK first, and says it will encourage greater use of sustainable transport as well as support local attractions and businesses.

Transdev has 10 depots in Yorkshire and Lancashire. It operates more than 500 buses under brands including The Harrogate Bus Company, The Keighley Bus Company, The Burnley Bus Company, The Blackburn Bus Company, Flyer, Coastliner, Team Pennine, York & Country and Rosso.

Adverta is one of the UK’s largest bus and tram advertising specialists representing 30 bus companies and was acquired by Halifax-based outdoor advertising company CP Media in 2022. The firm, previously specialising in bus advertising, is now broadening its offering to include bus sponsorship under its new owners.

Mike Brennan, chief executive of CP Media and Adverta, said: “CP Media is one of largest outdoor sponsorship companies in the UK working with more than 40 local authorities to maximise their sponsorship revenues. When we acquired Adverta it made total sense to extend its model into optimising sponsorship revenues as well. Transdev is one of the most prestigious and respected transport companies in the country and we are thrilled to be working with them.”

Matt Burley, the commercial manager of Transdev, said: “Working with Adverta will enable us to access CP Media’s vast contact book to allow us to start these relationships, which is why we’ve chosen to work with them. Our ground-breaking sponsorship programme will allow us to encourage new customers onto buses, support our local economies and ensure that customers know they can get to the many great attractions and retail outlets across the North easily, sustainably and cost effectively.

“It also means that the businesses who choose to sponsor our buses are doing their bit for the environment by encouraging customers to travel green.”