Dubai Pulls Out Stops -- for Naming

Corporate-branding rights are nothing new for buildings and sports stadiums. But subway stops? Officials in this Mideast boomtown are negotiating with international and local companies over naming rights for two dozen stations being built as part of Dubai's new mass-transit system. For businesses, this metro branding strategy, believed to be the first of its kind, could provide marketers with some of the best advertising space in town. Much of the planned 45-mile rail system will be above ground, running parallel to Dubai's main 12-lane highway. For government officials seeking to borrow some $4 billion to build the system,... [read full story]