One of the main subway stations in São Paulo on the east side of the city has a new name: Carrão-Assaí Atacadista. The Line 3-Red stop is the first in São Paulo to receive naming rigths in an experience of associating the brand with an important public transport asset, which will renew the station’s service communication, bringing benefits to passengers.
Naming rights are now used in all communication and signaling at the station, as well as in the sound messages of trains when announcing the station, on maps of the line and the metro-railway network, in addition to the Metro’s website, social media and applications.
The name of Assaí Atacadista must be associated with that of the station for a period of 10 years, which can be renewed for another 10, which is the term of the concession made by Metrô. To adopt this pioneering initiative in São Paulo, a feasibility study confirmed the communication potential of the stations, through which 4 million people pass daily (before pandemic).
According to the São Paulo Metrô, naming rights are already used in more than 10 subway systems in North America, Europe and Asia. In the Metrô, this type of business will further diversify non-tariff revenues, which include the commercial and advertising exploitation of the stations, in addition to the leasing of properties and areas, such as shopping malls attached to the stations.
