Dubai RTA Renames Onpassive Metro Station to Garmin Under 10-Year Deal

This agreement exemplifies Dubai's strategy to enhance public-private partnerships, driving economic growth through innovative branding initiatives.

• On September 7, 2026, Dubai's Roads and Transport Authority (RTA) announced the renaming of the Onpassive Metro Station to Garmin Metro Station.
• The 10-year naming rights agreement was executed through Garmin's UAE distributor, AMIT Retail, and includes updates to signage and announcements.
• RTA's initiative, launched in 2009, aims to monetize station branding and attract global brands to support Dubai's economic objectives.

• RTA's naming rights program is the first of its kind globally, initiated to foster public-private partnerships and enhance the economic value of transport assets.
• The station has undergone multiple name changes since its opening in 2010, reflecting the evolving branding landscape and the importance of corporate partnerships in public infrastructure.
• Garmin's involvement aligns with its mission in navigation and wellness, reinforcing the brand's visibility in a key transportation hub.

The renaming of the Onpassive Metro Station to Garmin Metro Station under a 10-year agreement is a strategic move by Dubai's Roads and Transport Authority (RTA) to further its public-private partnership model. This initiative, which began in 2009, aims to monetize station branding and attract international brands to enhance the economic landscape of Dubai. The transition period, set from September to November 2026, will see updates to internal and external signage, digital systems, and onboard announcements, ensuring that commuters are well-informed about the change.

Garmin's selection as the new naming rights holder is significant. The company, known for its navigation and wellness products, aligns perfectly with the station's role in facilitating movement across the city. RTA CEO Abdul Mohsen Kalbat emphasized the success of the naming rights initiative in attracting diverse global brands, showcasing Dubai's investment climate as favorable for international partnerships. Garmin CEO Clifton Pemble expressed pride in associating with the iconic metro network, indicating a mutual benefit that extends beyond mere branding.

The station serves as a critical transit point for commuters traveling to Al Quoz, Kite Beach, and nearby commercial areas, making it an ideal location for Garmin to enhance its visibility. The deal not only reinforces the importance of branding in public infrastructure but also highlights the ongoing trend of integrating global brands into everyday experiences. This approach is part of Dubai's broader strategy under the Dubai Economic Agenda (D33), which aims to enhance public-private collaboration and maximize the economic value of transport assets.

As the transition unfolds, commuters on the Red Line will experience updated references in apps, announcements, and signage. RTA staff will be available to assist during this period, ensuring a smooth adjustment for daily users. The absence of negative market or public reactions indicates a positive reception to the change, further solidifying the effectiveness of RTA's branding strategy.

• Commuters: Daily users of the metro will notice changes in station references and branding, impacting their travel experience.
• Local businesses: Companies in Al Quoz and surrounding areas may benefit from increased foot traffic due to heightened visibility of the station.
• Garmin and AMIT Retail: Both entities will gain brand recognition and potential sales growth from their association with a major public transport hub.

• Signage updates: Monitor how quickly and effectively the new Garmin branding is implemented across the station and in digital platforms.
• Public response: Observe commuter feedback and engagement with the new branding, which could influence future naming rights deals.
• Expansion of naming rights: Watch for additional announcements from RTA regarding other stations, as this could signal a trend in public-private partnerships.