São Paulo Metro company, which operates in the Brazilian city of São Paulo, published the bidding notices at the beginning of May to grant the market the use of “naming rights” in six stations on its lines. Companies will be able to associate their brands or products with the names of these stations, remunerating Metro through a 10-year concession, renewable for another 10 years.
The project’s premise is the maintenance of the station’s name, adding the name of the brand or product as a surname, without compromising the identification of the service. The naming rights will provide brands with sound messages on trains when announcing the station, visual communication, maps of trains and the subway network, in addition to the Metro website, social media and applications.
The project will bring benefits with the generation of new revenues that will be used to improve the network, in addition to the modernization and standardization of the current visual communication of Metrô. The use of so-called “naming rights” is already used in over 10 metro systems in North America, Europe and Asia.
With information from the São Paulo Metro
