Mada Media hosted an official ceremony to mark the granting of naming rights for Al Fardan Exchange Station on the Dubai Metro Red Line, formerly known as Al Khail Station. The event was held at the station premises and was the first formal ceremony celebrating the awarding of naming rights for a Dubai Metro station.
The ceremony signals the start of a new phase in brand partnerships, with additional naming rights events set to follow. The initiative aims to integrate national brands into Dubai’s public infrastructure.
The ceremony was attended by Abdul Mohsen Ibrahim Kalbat, Chief Executive Officer of the Rail Agency at Roads and Transport Authority (RTA); Mansour Al Sabahi, Chief Executive Officer of Mada Media; Hassan Fardan Al Fardan, Chief Executive Officer of Al Fardan Exchange; and Habib Wehbi, Chairman and Group Chief Executive Officer of W Group Holding, owner of Hypermedia, which is responsible for attracting investors to acquire naming rights for Dubai Metro Red and Green Line stations.
“We are always pleased to establish long-term investment partnerships with the private sector in the context of Dubai Metro station naming rights. The agreement to rename Al Khail Station as Al Fardan Exchange Metro Station represents one of the most prominent of these partnerships, given the distinguished standing of the Al Fardan Group in the financial sector, not only in Dubai but across the United Arab Emirates,” Abdul Mohsen Ibrahim Kalbat, Chief Executive Officer of the Rail Agency at the RTA said in a statement.
He added that the Dubai Metro station naming rights initiative has recorded sustained success since its launch in 2009 through a project that was the first of its kind globally.
Kalbat said the RTA remains committed to establishing partnerships with the private sector due to its role in driving economic, commercial and service growth across sectors. He said the model supports the exchange and transfer of knowledge and expertise, creates employment opportunities and enables the private sector to support government strategy.
“We are pleased to welcome Al Fardan Exchange to the distinguished portfolio of investors who have acquired naming rights for Dubai Metro Red Line stations. This exceptional project offers brands a unique and innovative promotional platform that connects them with the refined, global stature of Dubai, while reinforcing the emirate’s position as a leading supporter of the private sector by offering continuous opportunities for growth and prosperity,” Mansoor Al Sabahi, Chief Executive Officer of Mada Media added.
“The strategic locations of Metro stations play a key role in enhancing brands’ ability to reach diverse audience segments, estimated in the hundreds of thousands daily, while simultaneously facilitating seamless access to a wide range of services provided by these long-established national brands,” he further explained.
The initiative supports investment in the out-of-home advertising sector and provides platforms that enable brands to engage with a broad audience. The engagement aims to strengthen consumer trust, reinforce brand presence and support business growth while facilitating access to services and products for Metro users.
“We are very proud to be part of the Dubai Metro network, which millions of passengers use every day to commute across the city. Naming a station on the vital Sheikh Zayed Road, which connects the emirates and its people across the country, after Al Fardan Exchange marks an important milestone in our journey. This step reaffirms our commitment to serving our customers and supporting them in their daily routines by providing convenient and reliable financial solutions on locations that are integral to their daily lives and mobility needs. As we take pride in keeping pace with the progress embodied in Dubai’s vision for smart and connected cities, we remain committed to enhancing access to our services and supporting urban development by improving customer experiences through the opening of new branches across several Metro stations,” Hassan Fardan Al Fardan, Chief Executive Officer of Al Fardan Exchange said.
“Holding the naming rights ceremony inside the Metro station is a significant moment and a clear demonstration of the strength of public-private partnerships in Dubai. The Dubai Metro station naming rights initiative extends beyond traditional advertising to reflect the Government of Dubai’s broader vision of integrating brands into the daily fabric of society within one of the world’s most connected and dynamic cities,” Habib Wehbi, Chairman and Group Chief Executive Officer of W Group Holding added.
Under the naming rights agreements, the station name is updated across wayfinding signage, road directional signs, entrances and exits, escalators, smart and electronic systems, RTA public transport applications, audio announcements on Metro trains and digital advertising screens.
These privileges contributed to Al Fardan Exchange reaching 19 million consumers, with brand visibility generating around 62 million views last year.
Mada Media holds the exclusive concession to oversee naming rights agreements for public transport stations across Dubai. The mandate extends to 14 stations on the Dubai Metro Blue Line, which is under construction and scheduled to begin operations on September 9, 2029, including two future stations.
Among them is Emaar Properties Station, which is set to become the tallest metro station in the world. Located in Dubai Creek Harbour, the station will span approximately 10,800 square metres and accommodate up to 160,000 passengers per day.
Mada Media has invited investors and partners to participate in the programme to expand brand promotion and enable access to services for residents and visitors across Dubai.
Established in 2024 pursuant to Law No. (20) of 2024, Mada Media PJSC is a private joint-stock company mandated by Dubai’s Roads and Transport Authority under a concession agreement to organise, develop and manage the out-of-home advertising sector in Dubai. The company is responsible for creating advertising spaces and investment opportunities to support sector growth.
