Yesterday's #cyclesafe Parliamentary debate saw suggestions that businesses could get more closely involved in sponsoring cycle infrastructure.
Transport Minister Norman Baker gave the suggestion his backing at the meeting, which saw an impressive number of MPs (77) from all three major political parties attend.
Corporate sponsorship of cycle infrastructure is of course already being pioneered in several cities in the UK. Barclays backs Transport for London's Cycle Hire and Cycle Superhighways.
Similarly, Newcastle's Scratch Bikes cycle hire scheme is sponsored by local company Newcastle NE1 Limited. Dublinbike, the hugely successful city bike hire scheme operating in Ireland's capital city told BikeBiz last year that it would look into corporate sponsorship to grow the scheme.
The Transport Minister's backing for businesses to sponsor infrastructure – including bike hire, cycle lanes and parking facilities – is likely to usher in more examples of the practice in the UK.
There's more on yesterday's unprecedented Westminster meeting here.