In Dubai, they're hoping to find brands to sponsor various stops along their new subway. This isn't the first time (or the last) a municipality will look at utilizing corporate sponsorship to underwrite capital improvement projects.
Domestically, city and state organizations are looking at assets they control from city buildings to public transit systems and airports. Dubai is an interesting proposition because of the on-going multinational corporate investment. But securing entitlement of a subway stop, unless it's part of a much larger engagement strategy, will be challenged to return much of an ROI, if any at all.
It would be interesting to hear this as you approach your stop after a long day: "Your last and final stop today is #7, Budweiser. Watch your step, and remember don't drink and drive."
Maybe naming rights to the airport is next on the horizon? -- JB
