The naming rights granting process aims to increase the company's non-fare revenues, modernize the visual communication of stations and improve passenger orientation, associating brands with urban life. The winning company will be able to add a commercial name to the station name, but the Metro will have veto power over the choice.
According to the company, this is the first time that the sale has been made with a ban on the use of names of 'Bets' , as the operators are called in Brazil. The restriction also covers alcoholic beverages, religious entities, political-party institutions, personalities, among others.
The naming rights granting has already been applied to other stations, such as Anhangabaú and Brigadeiro, although the contracts for these stops are still in the documentation analysis phase. Menat Representação Comercial won the contracts for these stations, with amounts of R$120,000 (US$ 21,500) and R$155,000 (US$ 27,800) per month, respectively, and can resell the naming rights to other brands.
Other stations, such as Clínicas, also went through concession processes, but the winning company did not present the necessary documentation, which resulted in the cancellation of the contract. Companhia Paulista de Trens Metropolitanos (CPTM) has also considered granting naming rights, but did not move forward due to lack of market interest.
Mobility experts, such as Rafael Calabria, warn of the potential confusion caused by changing the names of stations, which serve as geographic references. He believes that this practice can negatively impact passengers, especially those on low incomes, but that the discomfort can be underestimated. Renato Cymbalista, a professor at FAU-USP, defends the need for public debates on the subject, arguing that station names carry important memories of the city.
However, the Metro assured that the sale of naming rights was approved by the CPPU (Urban Landscape Protection Commission) of the City of São Paulo.
Source: Folha
