The bus and train operator has put the business up for pitch as part of a statutory review. The new contract will last for four years.
FirstGroup, the UK's largest bus operator, also operates passenger and freight train services, including First Great Western, First ScotRail, First Capital Connect, First TransPennine Express, Hull Trains and First GBRf, which are all included in the review.
Feather Brooksbank said it will be repitching for the business.
The company's roster of creative agencies, including Covey McCormick, Dig For Fire, Guerilla Marketing and LiveFX, are not affected by the review.
FirstGroup runs services in the US under four operating divisions which are also not affected by the UK review: First Student; First Transit; First Services; and Greyhound.
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