Denver RTD’s downtown-to-Denver International Airport train 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.
This 23-mile rail route opened in 2016. The train doesn’t run to any of CU’s four campuses.
Establishing a new name likely would cost. CU paid RTD $5 million under RTD’s sponsorship advertising program in an effort to “elevate” CU’s “brand.”
“They are just dropping the name….. We’re still looking for corporate partners for the naming rights,” said an RTD customer service agent, who declined to give her name, citing RTD policy for its agents.
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.
RTD officials didn’t immediately respond to queries.
CU officials decided a year ago to end their five-year train sponsorship contract, university spokesman Michael Sandler said. “We are going a different direction with our ad strategy.”
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From the downtown to DIA train, riders can reach other trains at Union Station which run elsewhere around metro Denver.
RTD officials wrote the following on their website: “Regional Transportation District keeps Denver moving by making lives better through connections. As such, RTD offers a unique, holistic, customized marketing opportunity through its Corporate Partnership Program. This program is designed to select well-established companies to partner with a wide range of advertising assets.”