The Next Train is to a Global Brand
RTA announces Dubai Metro’s Naming rights project for stations and lines as world first

31 March 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.

His Excellency 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.

HE 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. 

Commenting on the project, Mr. Abdul Mohsin Ibrahim, RTA CEO for Strategy and Corporate Governance said: “Since we announced the building of the metro we have been approached by companies from the UAE and outside wanting to get involved. The metro naming rights program is a direct response to that.”

Half of the 47 stations and both lines will be made available under the naming rights program, with the use of corporate branding being carefully managed to guard against over-commercialization. Stations on the list include both Al Qusais stations, Karama, Al Quoz, Garhoud, Union Square, Al Barsha and Abu Hail. Landmark or historic sites will remain as is.

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.

Ibrahim explained the mechanics of the sales phase, which starts on April 15th: “We are seeking contact with as many companies as possible – and invite everyone to get in touch via email and through the RTA website (www.rta.ae) to learn more. We will be asking interested parties to complete a Request for Information form from the RTA website so we can understand their needs and then begin detailed discussions.”

He explained that whilst there were no exclusions, the RTA was keen to ensure all name holders are culturally appropriate. 

“There are clearly ‘ideal’ brands for certain stations and we are very keen to attract a wide interest from home grown companies and those whose international brands are a big part of life in Dubai, and we have an integrated process for matching companies to locations.”

Companies and organizations interested in naming one or more of Dubai Metro’s stations can register their interest in advance of the formal sales phase launch by sending an email to namingrights@rta.ae  outlining the name of the company they represent as well as the stations or line of interest.

The official “Request for Information” documentation is available online on www.rta.ae .