“They are just dropping the name….. We’re still looking for corporate partners for the naming rights.”
Denver RTD’s downtown-to-Denver International Airport ride became a no-name train Tuesday after the sponsorship deal that established it as “the University of Colorado A Line” expired — and RTD officials said nobody has negotiated a name for the future.Establishing a new name would cost. CU paid RTD $5 million under RTD’s sponsorship advertising program in an effort to “elevate” CU’s “brand.”
RTD sells train route naming rights, encouraging corporations to “capitalize on a captive audience,” according to the RTD website. The CU deal that led to naming the downtown-DIA rail line “the University of Colorado A Line” was the first of the sponsorship deals.
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