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Bank Rolling: This Bike Brought to You by Citi

A Citi Bike station near Union Square. The bike sharing system launched May 27 in New York
A Citi Bike station near Union Square. The bike sharing system launched May 27 in New YorkPhotograph by Stan Honda/AFP via Getty Images

A massive publicity peloton for Citigroup swept into the streets of New York City this week following the launch of a bike-share system with 6,000 brilliant blue bicycles, each decorated with a Citi logo. The bank will shell out $41 million over the next five years as title sponsor of the Citi Bike program.

The program is expected to make money from user fees, but Citi and MasterCard, the other corporate sponsor, won’t see any of that. Profits will be split by the government and Alta Bicycle Share, the company handling logistics for a network that stretches from southern Manhattan into northern Brooklyn.