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RTD Board approves naming rights for A Line to the airportThe RTD Board of Directors approved the agency's first naming rights agreement. It's a first-of-its-kind partnership for RTD and it's with the University of Colorado.
It covers the A Line commuter rail from Union Station to Denver International Airport as well as ads on the Flatiron Flyer Bus Rapid Transit line that runs along US 36 from Union Station to Boulder. The Flatiron Flyer is scheduled to open in January 2016 and the A Line is set for opening in spring 2016.
Commuter train at Denver International Airport during testing. August 18, 2015
In addition, the agreement includes exterior advertisements on the rail and bus vehicles and CU's name and logo use on RTD digital assets and printed material related to the A Line.
"We are thrilled to be partnering with the University of Colorado for this first contract through our corporate partnership program," said Chuck Sisk, RTD Board Chair. "We believe that branded sponsorship is an emerging marketplace with many valuable opportunities for the local and national business communities."
CU President Bruce D. Benson said the agreement will help CU convey the message about its contributions, value and accomplishments to the estimated 10 million annual riders on the A Line, which will include Coloradans as well as national and international visitors.
"The University of Colorado is excited to partner with RTD on this initiative that brings together the state's leading public higher education institution with the crown jewel of the largest and newest public transportation project in the United States," Benson said. "CU is kicking off a major marketing initiative next month and the University of Colorado A Line and Flatiron Flyer will be important parts of the effort."
- RTD receives $5 million over five years
- Provision for a five-year extension should both parties agree
- Funds will be collected in the RTD Board of Directors reserve account
- RTD Board determines how the funds will be used
In addition to naming rights, other sponsorship opportunities include brand visibility on signage, digital properties and marketing materials. WME/IMG, Inc. is under contract to manage the corporate partnership program for RTD.