The growing popularity of shared vehicles is having a major impact on how automakers use sponsorship and what properties they sponsor.

Just ask Ford Motor Co.

The automaker is using new and existing sponsorships, as well as traditional media, to promote its leadership in shared mobility.

Case in point: Ford ran a TV ad during the 2017 Super Bowl that highlighted how it is using bike sharing, car sharing and electric vehicles to help consumers “Go Further.”

Ford used the ad to show what transportation will look like in the future and how different forms of transportation can work together.

“It’s not just car share or ride share; it’s a combination of our core products and other evolving services depending on where you live and your lifestyle. We wanted to bring that story to life,” said Dave Rivers, Ford brand marketing content manager.

Like other automakers, Ford sees huge profits in new transportation technology. The company expects to generate 20 percent margins on connected vehicles, mobility services and other transportation solutions, prompting it to position itself as an automobile and mobility company.

Ford investments in the mobility services industry include FordPass, a one-stop app consumers can use to start their cars, find parking, schedule service and access vehicle content, and Chariot, a crowdsourced shuttle service.

And the company is signing new sponsorships in support of the services.

Ford in 2016 signed title of the San Francisco Bay Area bike share service (Ford GoBike) to demonstrate its leadership in the bike share space and gain insights into how consumers use bike sharing as part of their commute.

The automaker’s support has allowed the bike share service to expand from 700 bicycles to 7,000 bicycles, add new docking stations and move into new neighborhoods.

Ford also uses sponsorship to reach thought leaders in urban transportation. Ford hosted a session at the 2017 North American International Auto Show on the “City of Tomorrow,” the company’s initiative to address gridlock, pollution and other issues facing cities as they prepare for the future.

Ford invited city mayors, urban planners and other thought leaders “grappling with issues of congestion and how a company like Ford can help with ride sharing, bike sharing, and other modes of transportation,” said Rivers.

The issue is pressing: Three-quarters of the world’s population will soon occupy just 30 major cities, according to Ford executive chairman William Clayton Ford.