Metra, amerykański przewoźnik kolejowy, może wkrótce wystawić na sprzedaż prawa tytularne, aby poradzić sobie z deficytem budżetowym.
“W tym momencie chcemy zbadać potencjał rynku w zakresie naming rights” powiedziała rzecznik prasowa Judy Pardonnet. – “W przeszłości Metra otrzymywała zapytania o takie możliwości, szczególnie od przedsiębiorstw oraz szpitali zlokalizowanych w pobliżu stacji. Agencja nie ma jeszcze oszacowanego planowanego przychodu i opracowanej strategii sponsoringowej.” – tłumaczyła dalej rzecznik.
Metra ma już jedną stację z nazwą komercyjną “Mars Station” mieszczącą się w pobliżu fabryki słodyczy Mars Inc. To stara nazwa stacji, która jeszcze funkcjonowała, przed tym kiedy Metra przejęła linię i stację, tak więc firma nie otrzymuje wynagrodzenia od firmy Mars.
“Mamy nadzieję, że to odpowiedni czas na partnerstwo między Metra a biznesem, który poszukuje coraz to nowych wyróżniających się przestrzeni do umieszczania swojego logo” wyjaśniał Phil Pagano. “Myślę, że środowisko biznesowe dostrzega potencjał reklamowy drzemiący w transporcie publicznym” – dodaje. Metra będzie chciała zatrudnić konsultanta, którego zadaniem będzie zbadanie potencjału wykorzystania przestrzeni komercyjnych w ramach naming rights, odpowiedniego dobrania partnerskich firm i oszacowanie możliwych do wygenerowania przychodów.
W USA można znaleźć wiele przykładów wykorzystania naming rights przez instytucje tranzytu publicznego. Tampa Electric Co. sponsoruje linię tramwajową w mieście Floryda wydając 1 milion $ w ciągu 10 lat. GCRTA (Greater Cleveland Rapid Transit Authority) sprzedało prawa do nazwy lini kolejowej – HealthLine dla dwóch głównych pracodawców sektora ochrony zdrowia w Cleveland – Cleveland Clinic i University Hospitals na 25 lat. W Nowym Jorku w ubiegłym roku sprzedano prawa do nazwy stacji metra firmie Barclays za 4 miliony $. Las Vegas za to ma kolej jednotorową nazwaną Nextel.
Źródło: http://metrarail.com/metra/en/home.html
http://www.dailyherald.com/story/?id=358858
http://www.wbbm780.com/Metra-To-Sell-Naming-Rights-/6353864
http://www.huffingtonpost.com/2010/02/12/metra-naming-rights-may-b_n_460628.html
http://www.suntimes.com/news/transportation/2045805,CST-NWS-metra13.article
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