On Tuesday 15th, the São Paulo Metro approved the naming rights proposal offered by Sebrae, the Micro and Small Business Support Service, to rename Vergueiro Station as Vergueiro-Sebrae Station. Once the contract has been signed, which should be soon, the new signs will be installed in the space.
But this is nothing new here! This concession practice has been widely observed in recent years in the capital, especially on metro lines. For example, Saúde – Ultrafarma, on Line 1-Blue, Paulista – Pernambucanas, Line 4-Yellow, Penha – Lojas Besni, Line 3-Red, among many others. Now we’ll see yet another company add its name to the station.
How was the station’s new name decided?
The proposal was made through an auction held at the end of September. Despite fierce competition with more than 20 bids, the Micro and Small Business Support Service made the final offer of R$200,000 in monthly rent for the naming rights.
This way, Vergueiro Station will be called “Vergueiro-Sebrae”. Now all that remains is to sign the contract granting the right to partially rename the site.
Why ‘Estação Vergueiro-Sebrae’?
The naming rights proposal is a way of giving brands greater visibility. However, the trend is also beneficial to the transportation system, which has found a way to raise more funds, in addition to collecting fares from passengers.
Counting the new concession, which is yet to be implemented, we have seven stations with naming rights belonging to the Metro and ViaMobilidade lines throughout the city. They are:
- Vergueiro-Sebrae (Line 1-Blue)
- Saúde – Ultrafarma(Line 1-Azul)
- Carrão – Assai Atacadista (Line 3-Red)
- Penha – Lojas Besni (Line 3-Red)
- Paulista – Pernambucanas (Line 4-Yellow)
- Jurubatuba – Senac (Line 9-Esmeralda)
- Morumbi – Claro (Line 9-Esmeralda)