Move over Uber and Lyft.

Another company has joined the increasingly competitive ride-hailing category, with sponsorship playing a major role in its growth ambitions.

ZTrip has signed official transportation status with the Kansas City Chiefs and is exploring partnerships with three other NFL teams.

The ties will build on a multi-faceted portfolio that includes festivals, arenas and other properties across zTrip’s 18-city footprint. Those include the Sprint Center in Kansas City, Gem & Jam Festival in Tucson, Arizona and Baltimore’s Royal Farms Arena and Pier Six Pavilion.

ZTrip is using the partnerships to build visibility and gain dedicated access for its vehicles, said Bill George, president, taxi & sedan division with Transdev on Demand, Inc.

Case in point: The Kansas City Chiefs partnership affords express service in and out of Arrowhead Stadium. “We have completely reorganized how people access transportation at the stadium, which improves efficiency.”

Business generated at sponsored events is not a primary driver, he said.

“The business is nice, but the real value is having thousands of people walk past our vehicles and seeing our brand.”

Unlike other ride share services, customers can hail a black car or taxi on the street, by phone or with the zTrip app. The company does not use surge pricing, and customers can pay with cash or credit.

“We do everything they do plus a lot more.”

Transdev, which owns Yellow Cab companies in 18 cities, is renaming the businesses under the zTrip banner. Transdev has rebranded roughly half of the companies under the new name.

ZTrip’s partnership with Royal Farms Arena affords sponsorship of concerts and events, ticket promotions, designation as the preferred transportation option on the arena’s web site and an official pick-up area for passengers outside the arena.

Ztrip sponsored a handful of running events and causes to promote its January 2016 launch in The Charm City. Those include the Carefirst BlueCross BlueShield Baltimore 10 Miler; Under Armour Sole of the City 10K and the R Adams Cowley Shock Trauma Center Gala.

Like some of its competitors, zTrip also activates sponsorship with ride discounts. The company leveraged Oktoberfest Jacksonville with a $10 coupon for attendees who downloaded the zTrip app.

Other markets include Denver, Houston, Minneapolis, Phoenix, Pittsburgh and Tampa.

The company spearheads large partnerships (NFL teams, etc.) out of its Kansas City-based corporate office; local marketing managers initiate local deals.

Where Ride Share Companies Spend Money
Where Ride Share Companies Spend Money

The Most Active Sponsors In The Ride Share Category (Number Of Deals)
The Most Active Sponsors In The Ride Share Category (Number Of Deals)
Sixty-five percent of properties with a sponsor in the ride share category report a partnership with Uber.