LOS ANGELES (CBSLA.com) — Metro riders, if you’re having trouble remembering the name of which bus or train to take, Corporate America could soon help make your commute a little smoother.
Officials with the Los Angeles County Metropolitan Transportation Authority governing board last week approved the Corporate Sponsorship/Naming Rights Program, a new advertising policy that could yield millions of dollars in revenue, according to the San Gabriel Valley Tribune.
Under the policy, Metro would allow corporations, colleges, and medical centers to brand a particular rail or bus line, station or Metro building with the institution’s name and logo.
The sponsorship rights are considered “a type of advertising” for corporations and other groups that “secures the right to name or re-name a Metro facility, service, program, or event for a defined period of time”, according to a Metro memo (PDF) from October.
That memo cited similar corporate sponsorship programs in San Diego – where the UC San Diego Blue Line deal netted a value of about $30 million – as well as Chicago, Cleveland, and Denver.