The Dubai Metro naming rights scheme allows companies and organizations to negotiate having their name on selected stations on the Red and Green lines in exchange for a certain amount of money over a set period. This initiative, run by the Roads and Transport Authority (RTA) since 2009, offers a unique branding opportunity.
Revenue and Success of the Initiative
The effectiveness of the initiative can be judged by the revenue generated and its success in enhancing brand visibility. In its first decade, more than AED 2 billion (approximately $545 million) was realized through these naming rights opportunities. For example, in a recent agreement, Al Safa station was renamed ONPASSIVE Metro Station for ten years starting in 2023. This initiative has provided a fresh revenue source for the RTA, helping maintain and develop the metro network without burdening residents and taxpayers.
Criteria for Naming Rights
The RTA uses specific criteria to evaluate companies seeking to partner with them for metro station naming rights. These criteria include:
- Price: 65% of the total assessment.
- Duration of Agreement: 15% of the evaluation.
- Payment Installments: 20% of the evaluation.
- Non-economic criteria include proposed activations of the partnership, business generation proposals, proximity to metro stations, commitment to Dubai, and corporate social responsibility policies. Other considerations are the company’s presence in the UAE market and financial health. Certain industries, like tobacco and gambling, are excluded. Respecting local values and culture is crucial.
Application Process
Interested parties can apply through the RTA’s website. Proposals need to be consistent with Dubai’s development vision, and partners are selected based on the application process.
Required Documents
Companies interested in naming rights must submit the following documents:
- Company profile
- Address in the UAE
- Income statements and balance sheets for the last two fiscal years
- Number of employees
- Logo/name of the brand
- Certificate of incorporation, trading license, or any other legal documents proving the authority of the signing body
- Certification that the person signing the Bid Form has the official authority to sign on behalf of the bidder
The RTA’s program remains popular among companies wishing to be linked to Dubai’s high-quality transportation system, stimulating the city’s evolution and improving its transport infrastructure.
