Pro tip: A bike with the seat backwards means it’s in need of repair. (John Sonderman / Flickr)
Divvy, Chicago’s bike share program, just sold the moving ad space of some 3,000 bicycles that have traveled 2.5 million miles since the system launched nine months ago. Illinois’ largest health insurance company, Blue Cross and Blue Shield of Illinois, paid $12.5 million to sponsor Divvy and brand its blue bikes and vans with their corporate logo beginning in June. The Chicago Tribune reported that the highest bidder was Blue Cross and Blue Shield Association, which has also sponsored several other bikeshare systems in recent years, starting in Minneapolis. The health insurance company will pay $2.5 million each year through 2018—revenue the city will use to expand Divvy and fund bicycling projects throughout the city.