RTA grants Garmin 10-Year Naming Rights for ONPASSIVE Metro Station

Dubai's Roads and Transport Authority (RTA) has granted the naming rights to the station previously known as ONPASSIVE Metro Station Garmin, through AMIT Retail LLC — the sole distributor of Garmin in the UAE, the global brand specialising in the development and manufacture of smart devices and GPS navigation technology. Under the 10-year agreement, the station will be renamed to Garmin Metro Station; a step that reflect the continued success of the Dubai Metro Stations Naming Rights Initiative across the Red and Green Lines and its ability to attract global brands.

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 authorises Mada Media to oversee naming rights agreements under its concession agreement between the parties. The partnership embodies the Government of Dubai's vision to strengthen cooperation between the public and private sectors and consolidate Dubai's position as a global destination for outstanding investment opportunities.

Commenting on the agreement, Abdul Mohsen Kalbat, CEO of RTA's Rail Agency, said: "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 added: "RTA continuously seeks to strengthen its partnerships with the business community across the UAE, in line with the country's drive towards an integrated partnership with the private sector based on the exchange of expertise and the provision of an attractive business environment for high-value investments. This cooperation helps attract more leading brands and companies operating in the UAE and actively supports sustainable economic growth.

"The initiative is also important to RTA for its role in strengthening public-private partnerships by attracting local and international companies to invest in public transport assets. It also reinforces Dubai's standing as a global hub for innovation through the adoption of a pioneering investment model that has become a benchmark for many cities worldwide. It further maximises the economic value of government assets by transforming metro stations into high-value investment and media platforms and contributes to achieving the objectives of the Dubai Economic Agenda (D33) by expanding partnerships and private-sector investment."

Kalbat further said: "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. Dubai Metro has become an icon and a prominent landmark of this global city, which offers abundant economic and investment opportunities not only regionally but worldwide."

Mansoor Al Sabahi, CEO of Mada Media, said: "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 continued: "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.

"On this occasion, we extend our best wishes to our new partners for continued success. We also highlight the strong interest generated by the Naming Rights Initiative among local, regional, and international brands, reflecting the exceptional value of this opportunity. Regarded as one of the most prestigious offerings in Dubai’s out-of-home advertising sector, these agreements exemplify the highest standards of public-private partnership, while reaffirming the emirate’s commitment to strategic economic initiatives that drive growth and strengthen Dubai’s standing as a leading business and investment destination across all sectors.

For his part, Clifton Pemble, CEO of Garmin, said: “At Garmin, our mission is to create products that become an essential part of our customers' lives, empowering them to confidently navigate their adventures, fitness journeys and health and wellness goals. We are proud to collaborate with RTA and our valued distributor AMIT Retail to help people move through the world with greater confidence, connection and purpose. We look forward to building on this relationship and exploring new ways to empower people on every step of their journey."

Meanwhile, Habib Wehbi, Chairman and Group CEO of Hypermedia, said: "The most valuable media is no longer something people simply see. It is something they experience as part of their everyday lives."

Wehbi continued: "The Dubai Metro Naming Rights Initiative embodies that evolution. Through the shared vision of RTA, Mada Media and Hypermedia, it has become one of the world's leading models for transforming public infrastructure into a long-term platform that creates value for cities, brands and the millions of people who interact with it every day."

"We are proud to welcome Garmin, one of the world's most respected technology brands to the initiative. Its decision to become part of one of Dubai's most recognisable landmarks reflects the confidence that global brands place in the emirate's vision, world-class infrastructure, and continued commitment to innovation.  It is this combination that continues to position Dubai as a global benchmark for strategic partnerships and forward-looking investment," Wehbi concluded.

Abdul Aziz Abdulla, GMD of AMIT Retail LLC, said: "Securing the naming rights for Garmin Metro Station marks a defining milestone for AMIT Retail and reflects our long-standing commitment to bringing world-class technology brands closer to communities across the UAE. As the exclusive distributor of Garmin in the UAE, we are proud to partner with RTA, Mada Media and Hypermedia on an initiative that goes beyond branding. AMIT Retail, through Garmin, has empowered people for decades through industry-leading innovations in health, fitness, outdoor recreation and navigation. By associating the brand with one of Dubai's most iconic transport networks, we are reinforcing our shared vision of inspiring healthier, more active lifestyles while supporting Dubai's ambition to be one of the world's smartest and most connected cities. This partnership also reflects AMIT's continued investment in the UAE and our commitment to delivering innovative retail experiences that create lasting value for our customers and partners.”

Value of Naming Rights for Investors
The value of naming rights for investors lies in: enabling brands to reach millions of Dubai residents and visitors every day, ensuring sustained visibility, enhancing brand awareness through the display of the company's name on maps, station signage, onboard audio announcements, smart applications, navigation systems and directional signage; strengthening credibility and trust through association with one of the world's most efficient and advanced transport systems; generating long-term marketing returns that surpass those of conventional advertising campaigns through continuity and repeated daily exposure; reinforcing 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.

It is worth noting that RTA will update the name of Garmin Metro Station on all internal and external wayfinding signage across metro stations over the coming period, with related changes progressively rolled out across passenger information and wayfinding channels to ensure a clear and seamless transition to the new station name for Dubai Metro users.

It is worth noting that starting from September until to the end of November 2026, RTA will be updating the name of “Garmin” Metro Station on all external and internal directional signages across all metro stations, as well as on digital smart systems and RTA’s public transport apps. Additionally, the onboard audio announcements will be updated before and upon arrival at the station.
RTA calls upon the metro riders to note the updated station name across the mentioned platforms. During the mentioned period, passengers may approach RTA’s teams at the stations for assistance or further enquiries.