Dubai’s Roads and Transport Authority (RTA) has granted the naming rights to the station previously known as ONPASSIVE Metro Station to Garmin, through AMIT Retail LLC, the sole distributor of global smart device brand in the UAE.
Under the 10-year agreement, the station will be renamed to Garmin Metro Station, as part of the long-term Dubai Metro Stations Naming Rights Initiative across the Red and Green Lines.
RTA will begin updating the station name across internal and external wayfinding signage, digital systems and public transport applications from September through the end of November 2026.
The changes will also extend to onboard audio announcements made before and upon arrival at the station. The authority said the updates will be rolled out progressively across passenger information and wayfinding channels to ensure a smooth transition for Metro users.
The naming-rights programme offers brands visibility through station signage, maps, onboard announcements, digital applications and directional signage, as well as opportunities to connect the naming partnership with wider marketing and experiential activity.
Abdul Mohsen Kalbat, CEO of RTA’s Rail Agency, said the agreement demonstrates the continued appeal of the naming-rights programme to brands across different sectors.
“Garmin’s joining to the Dubai Metro Station Naming Rights Initiative reaffirms its success in attracting leading brands from a diverse range of business sectors in the local market.” Kalbat further added: “Dubai Metro Station Naming Rights represent one of the world’s most successful public-private partnership models. RTA launched the initiative in 2009 as the first of its kind globally, offering private companies and organisations an exceptional opportunity to strengthen their brand presence through Dubai Metro stations.”
Mansoor Al Sabahi, CEO of Mada Media, said Garmin is the first global brand to secure a naming-rights opportunity on the Dubai Metro Red Line. “We are pleased to welcome Garmin to the portfolio of partners holding naming rights to stations on Dubai Metro Red Line. Through this agreement, Garmin will be the first global brand to secure this distinguished investment opportunity, marking an important milestone in the continued success of the initiative.”
Al Sabahi further added: “The Dubai Metro Station Naming Rights Initiative, managed by Hypermedia under the supervision of Mada Media, provide companies a unique opportunity to strengthen their presence within Dubai’s dynamic community and extend their reach among residents and visitors alike. By associating their brands with Dubai Metro stations, among the city’s most recognisable landmarks and an integral part of commuters’ daily journeys, companies can achieve sustained visibility and meaningful engagement with a diverse audience.”
The rights aim to generate long-term marketing returns through continuity and repeated daily exposure, reinforcing a brand’s presence in the UAE and regional markets among a diverse audience of residents, tourists and businesspeople; and creating opportunities for integrated marketing by linking naming rights to promotional campaigns, interactive experiences and community initiatives.
AMIT Retail and Hypermedia signed the agreement in the presence of Mada Media, the company responsible for organising, developing and managing Dubai’s out-of-home (OOH) advertising sector. RTA has authorised Mada Media to oversee naming rights…