Dubai , September 7 , 2026 : 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 toinvest 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 journeysand 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
4
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.
