RTD, University of Colorado agree to naming rights for A Line rail

The Regional Transportation District of Denver's (RTD) board has approved an agency naming rights agreement with the University of Colorado (CU) for the commuter-rail A Line from Union Station to Denver International Airport, which is slated to open in 2016.

The contract — RTD’s first naming rights agreement under its corporate partnership program — also covers ads on the Flatiron Flyer Bus Rapid Transit line between Union Station to Boulder. Exterior advertisements will appear on rail and bus vehicles, and CU’s name and logo can be used on RTD digital assets and printed collateral related to the A Line, RTD officials said in a press release.

RTD will receive $5 million over five years for the naming rights. The contract includes a five-year extension if both parties agree. RTD's board will determine how the funds will be used.

"We believe that branded sponsorship is an emerging marketplace with many valuable opportunities for the local and national business communities," said RTD Chairman Chuck Risk.

CU President Bruce Benson said the naming rights with RTD will help CU get the word out about its contributions, value and accomplishments to the estimated 10 million annual riders on the A Line, which includes state residents as well as national and international visitors.

"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," Risk said.

In addition to naming rights, RTD's corporate partnership program offers sponsorship opportunities such as brand visibility on signage, digital properties and marketing collateral. WM/IMG Inc. is under contract to manage the corporate partnership program for RTD.