RTA announces Dubai Metro's Naming rights project for stations and lines as world first

RTA announces Dubai Metro's Naming rights project for stations and lines as world first

posted on 01/04/2008

Dubai's place in marketing history looks set to be further enhanced with an innovative new project for its Metro, to be launched to business leaders soon. The Dubai Metro naming rights project gives companies and institutions the opportunity to put their name to 23 stations and two lines on the Metro, the first of which is set to open in September 2009 and the second in March 2010.

The Dubai Metro's naming rights project is a world-first revenue model for public transport infrastructure and the first programme of its kind to help improve transport services with partnership funding raised through a naming rights initiative.

Managed by the emirate's Roads and Transport Authority (RTA), naming rights will be offered to local and international companies wanting to anchor their association with Dubai. Each of the 23 stations available will have a unique value, calculated according to its location, anticipated passenger numbers and other variable factors.
Mattar Al Tayer, RTA Chairman of the Board and Executive Director said at the press launch of the project: "The ability to secure a station name from the outset is unique - no other Government in the world has planned naming rights as part of its transport infrastructure at conception stage. We expect this innovation to make its mark world-wide, and kick start a new marketing concept that sees governments raising funds to improve services, whilst giving companies a totally new platform for marketing, sampling and customer interaction." Corporate partners will be able to leverage their naming rights with integrated marketing opportunities at the stations; a combination unseen to-date anywhere in the world.

Al Tayer also revealed that in addition to the 23 stations whose names will be available for sale, a further eight will be named after RTA partners which have co-funded the construction of the stations.

The naming rights sales effort will be undertaken by global sponsorship and event marketing specialists IMG, who had previously undertaken market research for the RTA to determine how the naming rights program could most effectively be structured. – Emirates News Agency, WAM