# Prof. Scott Galloway explains Citi Bike's difficulty finding financial sponsors

1 Faculty News April 3, 2014 ![Fast Company logo](/sites/default/files/styles/246w/public/assets/images/uat_026723.jpg?itok=PGORMP3v)>

Excerpt from [Fast Co.Design](http://www.fastcodesign.com/3028632/terminal-velocity/when-branding-is-too-good-a-cautionary-tale-from-new-yorks-citi-bike) -- “When your first sponsor is Citi and it’s called Citi Bike, there’s not a lot of value for other advertisers. They should have known upfront they were selling one sponsorship, and should have planned accordingly.”

[Read more](http://www.fastcodesign.com/3028632/terminal-velocity/when-branding-is-too-good-a-cautionary-tale-from-new-yorks-citi-bike)