Global rush for metro branding rights

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ORDERLY QUEUE: More than 250 companies across the globe have expressed interest in branding the Dubai Metro, currently under construction. (Getty Images)

More than 250 companies have expressed interest in making their mark on the Dubai Metro by putting their name to one of 23 stations up for grabs in a recently-announced branding initiative, the Roads & Transport Authority (RTA) said on Monday.

Interest shown by local and international firms had exceeded all expectations in the first two weeks of the naming rights project launch, an official said in a statement, while a further 120 had submitted official Request for Information documents through the RTA website.

“Both local and international brands are queuing up to become one of the first companies to brand a station, with requests received from worldwide as far a field as Japan, Greece, Spain, the UK and India,” said Abdul Mohsin Ibrahim, CEO for strategy and corporate governance.

“These companies range from large property and business firms and local and international banks, through to large multinational blue-chip corporations.”

Under the programme, companies will be able to ‘own’ half of the 47 stations and two lines on the metro, the first of which is set to open in September 2009.

According to the RTA, corporate branding will be ‘carefully managed’ to guard against over-commercialisation, with landmark and historic sites to remain unbranded.

Stations available include both Al Qusais stations, Karama, Al Quoz, Garhoud, Union Square, Al Barsha and Abu Hail.

The RTA is to unveil full details of the project to business leaders and marketers at an invitation-only event on Tuesday, running four sessions throughout the day.

“Those companies that are interested in the naming rights project will be able to learn more on the formal process to lodge their interest and understand the way in which the naming rights agreement and benefits work,” Ibrahim said.

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