Over 50 bikes have been decorated with a bold rainbow livery on their rear mudguards while a #LoveisLove design can also be seen above the Oxford Street entrance of Tottenham Court Road station in the city centre.
“London is a city that has long championed diversity and inclusion. We are really excited to be a part of the celebrations and hope that local residents and visitors to the city enjoy exploring London on one of our rainbow Santander Cycles,” said Sigga Sigurdardottir, chief innovation and customer officer at Santander.
"This is just one piece of activity we have planned to celebrate Pride. We have a host of other celebrations going on throughout the rest of UK, from taking part in Pride marches and decorating a number of branches to creating rainbow themed menus in our staff restaurants."
Santander took over from Barclays as sponsor for the TfL bikes back in 2015, when a seven year sponsorship deal was penned.