Global appointed to manage advertising on Liverpool City Region’s new public buses
The Liverpool City Region Combined Authority has appointed media and entertainment group Global to manage advertising across its new publicly controlled bus fleet.
Advertising will appear across hundreds of new low-emission, UK-built single and double-decker buses as services begin returning to public control from September.
Revenue generated through advertising on the fleet will be reinvested directly into the Liverpool City Region’s public transport network.
The move forms part of the region’s wider bus franchising programme, which will begin in St Helens in September 2026 before being rolled out in phases across the rest of the Liverpool City Region.
Under the new system, the Combined Authority will have greater control over how services are planned and operated, allowing routes and timetables to be designed around the needs of passengers and local communities.
The changes form part of Mayor Steve Rotheram’s plans to create a faster, greener and better-connected transport network serving the Liverpool City Region’s 1.6 million residents.
The new advertising agreement will initially apply to franchised routes operating in St Helens. Services elsewhere in the region that have not yet moved into the new system will continue under their existing arrangements until they become part of the publicly controlled network.
Global has extensive experience in transport advertising and already has a strong presence in the North West.
The company will be responsible for maximising the commercial opportunities offered by advertising across the fleet, giving businesses the opportunity to reach passengers and communities throughout the Liverpool City Region.
All adverts displayed on the buses will have to comply with the Combined Authority’s advertising policy.
The policy, introduced earlier this year, places restrictions on certain products being promoted on public assets.
These include advertising for foods high in fat, salt and sugar, as well as vaping and tobacco products.
The Combined Authority hopes the advertising partnership will provide an additional source of income for the new publicly controlled bus network while offering brands prominent exposure across the region.
Steve Rotheram, Mayor of the Liverpool City Region, said:
“Bringing our buses back under public control is about putting passengers first and making sure our network works for the people who rely on it every day.
“By making the most of our new fleet, we can bring in extra revenue that can be ploughed straight back into improving the whole system and delivering better services for passengers.
“That means a network that is more efficient, greener and better connected – and one that delivers better value not for shareholders, but for the 1.6 million people who call our region home.”
Nicole Guerretta, Director of Partnerships for Transport & Business Development at Global said:
“We are delighted to be appointed as LCRCA’s bus advertising partner. We know the Liverpool market well and have been delivering bus advertising across the region for more than 20 years. We look forward to continuing that success in partnership with LCRCA and maximising the long-term value of the network for customers and advertisers.
“In addition, with the recent launch of AdPower, Global’s new self-service advertising platform, it’s now easier than ever for businesses of all sizes to access Liverpool City Region bus advertising.”
