RTA grants naming rights of metro station to Life Pharmacy through Mada Media and Hypermedia.Life Pharmacy has won the naming rights to the UAE Exchange Metro Station. The metro station will henceforth be known as Life Pharmacy Metro Station, under a 10-year agreement with Dubai’s Roads and Transport Authority (RTA).
Life Pharmacy Group signed the deal with Hypermedia, while Mada Media attended as RTA’s appointed concessionaire under their existing agreement.
“We are proud to partner with RTA through Mada Media to acquire the naming rights for a station that serves as a vital hub within Dubai’s seamless, multi-modal transport network,” said Abdul Rahuman Abdul Nazzar, Chairman and Managing Director of Life Pharmacy Group.
He explained that the motive behind the agreement comes from how the metro station has served thousands of commuters for over a decade, “delivering significant value and connectivity,” he said.
“This partnership goes beyond naming rights – it reflects Life Pharmacy’s broader commitment to the city and its communities. Linking our name to a key metro station demonstrates how Life Pharmacy has become an integral part of Dubai’s daily rhythm and movement,” Nazzar said.
As the exclusive media partner of RTA, Hypermedia – a subsidiary of W Group Holding – aims to continue to transform Dubai Metro’s digital media landscape, integrating AI-powered technologies to deliver dynamic, data-driven campaigns.
Habib Wehbi, Chairman and Group CEO at W Group Holding, also commented: “This agreement reflects a strategic vision shared with RTA and Mada Media, where transit stations evolve into high-value brand destinations. Life Pharmacy Metro Station is another iconic step forward, powered by our Group’s data-led, AI-driven approach to real-time audience engagement.”
Mohamad Al Hammadi, CEO of Mada Media, also commented on the naming rights agreement. “This initiative reflects our goal of transforming advertising spaces into impactful platforms, enabling naming rights sponsors to enhance their visibility and commercial footprint,” he said.
“The agreement presents a unique investment opportunity for Life Pharmacy, capitalising on the strategic location of Dubai Metro stations, particularly this one, to strengthen brand awareness and deepen engagement with commuters,” he added.
RTA claims the agreement is a valuable addition to the Dubai Metro Naming Rights initiative, which he claims has achieved sustained success since its launch in 2009 as the first project of its kind globally.
“RTA is committed to forging successful partnerships with the private sector, given its vital role in driving national economic growth and contributing to GDP,” said Abdul Mohsen Ibrahim Kalbat, CEO of RTA’s Rail Agency. “This successful public-private partnership model facilitates the transfer of knowledge and expertise, creates job opportunities across multiple sectors, and supports the government’s broader development agenda.”
From May running through the end of August 2025, RTA will begin updating and renaming all relevant external and internal directional signage across Metro stations. RTA will reflect the new name on its smart digital systems, public transport applications, and onboard audio announcements prior to and upon arrival at the station.
