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Ford GoBikes in San Francisco. Photo: Justin Sullivan/Getty Images

Ford plans to "unwind" its sponsorship of a bike-sharing service in the San Francisco area, now owned by Lyft, Ford executive VP Marcy Klevorn told Axios.

Why it matters: Ford's involvement in the deal that saw Motivate's bikes branded as Ford GoBike was part of a larger effort on the company's part to transform itself into more than just a carmaker, especially as alternate transportation services have flourished and autonomous vehicles enter the equation.

Asked to clarify, a Ford spokesperson told Axios that the companies have decided to end the partnership in the next couple of months.

  • "The Ford sponsorship was instrumental in growing bike share in the Bay Area, and now we're excited for the system to have a new look and feel," Lyft said in a statement to Axios. It's unclear whether the service in the San Francisco area will get a new sponsor or sport the Lyft brand.
  • This appears to be an isolated move as Lyft, which acquired bike-share operator Motivate last year, has no plans at the moment to end any of its other sponsorship deals, such as Citigroup's in New York, according to a source.
  • The sponsorship deals, at times valued at several millions of dollars, were a major source of revenue for Motivate. Now that it's part of Lyft, the ending of some of its deals doesn't come as a shock.

Go deeper: A look at Lyft's big bike-sharing buy

Go deeper

Blockbuster Supreme Court day

Photo: Drew Angerer/Getty Images

The Supreme Court will give conservatives a lot of what they want — but not quite everything.

Driving the news: It voted 9-0 to carve out religious objections to same-sex marriage, saying foster-care agencies have a First Amendment right to turn away same-sex couples. But it also voted 7-2 to preserve the Affordable Care Act, saying Republican attorneys general did not have the legal standing to bring their lawsuit.

Biden signs bill making Juneteenth a federal holiday

President Biden and Vice President Harris with members of Congress after the signing in the White House on June 17. Photo: Jim Watson/AFP via Getty Images

"Great nations don't ignore their most painful moments," President Biden said before signing legislation Thursday that establishes Juneteenth as a federal holiday, just two days before the occasion.

Why it matters: The holiday, which will be known as Juneteenth National Independence Day, is now the 11th annual federal holiday and the first one established since the creation of Martin Luther King Jr. Day in 1983.

Dan Primack, author of Pro Rata
1 hour ago - Podcasts

House antitrust chair discusses the bills to bust up Big Tech

House lawmakers last week introduced a series of five bipartisan bills designed to curb the power of Big Tech, targeting Apple, Amazon, Facebook and Google in all but name.

Axios Re:Cap speaks with Rep. David Cicilline (D-R.I.), chair of the House antitrust committee and a sponsor on most of the bills, to learn how he plans to get these measures over the finish line. The congressman from Rhode Island also faces a slate of other priorities and in the wake of a spending package to bolster the U.S. tech sector’s ability to compete with China.

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