Meeting_Body
EXECUTIVE MANAGEMENT COMMITTEE
MAY 21, 2026
Subject
SUBJECT: STATION NAMING RIGHTS - CATHAY PACIFIC
Action
ACTION: APPROVE RECOMMENDATION
Heading
RECOMMENDATION
Title
WITHDRAWN:
APPROVE the Cathay Pacific Corporate Sponsorship Proposal for the naming rights of the LAX/Metro Transit Center Station for five years upon execution of the agreement.
Issue
ISSUE
As Metro works to deliver world-class mobility for Angelenos and visitors, the agency maximizes responsible revenue generation opportunities from its existing assets.
Metro's transit system represents one of the largest and most visible public platforms in the United States. With millions of riders annually and extensive reach across Los Angeles County, Metro's network of buses, trains, stations, digital screens, and facilities represents a powerful media platform within the nation's second-largest designated market area (DMA).
Background
BACKGROUND
Metro's advertising program operates through contracted media partners and is governed by the agency's System Advertising Policy. Metro does not directly sell advertising inventory. Instead, advertising revenue is generated through two contracted media agencies operating under agreements through 2030:
* Intersection - Rail advertising assets including trains, stations, digital displays, and wallscapes
* OUTFRONT Media - Bus fleet advertising
Under this structure, Metro staff provide policy oversight, advertising approvals, and strategic direction. The advertising agencies manage sales, contracting, production, installation, and revenue collection.
In 2016, Metro adopted a Corporate Sponsorship and Naming Rights program as part of the Property Naming Policy. However, in February 2017, the Board removed the sponsorship program while staff conducted additional research and evaluation regarding its potential impacts.
Since that time, many major transit systems across North America and internationally have successfully implement...
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