Dubai’s Onpassive Metro Station is set to receive a new Garmin identity following a decade-long naming partnership, marking a major branding agreement that will place the global technology company’s name prominently across one of the city’s well-known public transport stations.
Dubai Metro’s Onpassive Station Set for Garmin Rebranding Under 10-Year Agreement.
Dubai’s Roads and Transport Authority has entered into a long-term naming partnership with Garmin, with the station’s signs, digital displays and public-address announcements scheduled to transition to the new branding during the period from September through November this year.
Dubai Metro’s Onpassive Station Set for Garmin Rebranding
A familiar Dubai Metro stop is preparing for another name change, with the station currently known as Onpassive set to become Garmin Metro Station under a newly signed long-term partnership.
Dubai’s Roads and Transport Authority (RTA) has entered into a 10-year naming-rights agreement with Garmin, the international technology company recognised for its GPS navigation products, smartwatches and fitness-focused devices. The arrangement was completed with the involvement of AMIT Retail, Garmin’s exclusive distributor in the UAE.
The agreement represents another example of how Dubai is using its extensive public transport network as a platform for commercial partnerships. Through its Metro Station Naming Rights Initiative, the RTA has allowed major companies to associate their brands with prominent stations across the city.
The transition to the Garmin identity is expected to take place in stages between September and November 2026. During this period, passengers can expect changes to station branding and other elements associated with the stop as the existing Onpassive identity is replaced.
A Station With Several Names
The station has undergone a number of transformations since it first became part of the Dubai Metro network.
When the station opened in 2010, it operated under the name Noor Bank. It was later renamed Al Safa in November 2020, reflecting the area in which it is located.
That name remained in use until January 2023, when the station became Onpassive following a naming-rights agreement involving the artificial intelligence company Onpassive.
The latest agreement will bring another change, with Garmin becoming the new commercial name associated with the station.
The stop is positioned between Al Quoz and Al Safa, making it part of a well-connected section of Dubai’s Metro network. Its location also places it within an important part of the city, where residential communities, commercial areas and business districts are linked by public transportation.
The repeated renaming of the station illustrates how the RTA’s naming-rights programme has evolved into an established part of Dubai’s transport and commercial landscape.
Rather than treating metro stations simply as infrastructure for moving passengers, the initiative allows them to serve as highly visible branding locations. Companies can gain exposure to large numbers of commuters while associating their identities with one of Dubai’s best-known public transport systems.
Garmin Expands Its Presence in Dubai
For Garmin, the agreement provides an opportunity to strengthen its visibility among consumers in one of the world’s most internationally recognised cities.
The company has built its reputation around technology designed for navigation, fitness, outdoor activities and health and wellness. Its product range includes smartwatches and GPS-enabled devices used by people for everything from everyday activity tracking to sporting and outdoor pursuits.
Having a Metro station carry the Garmin name gives the company a highly visible physical presence in Dubai. The station will effectively become another point of contact between the brand and the public.
The partnership also fits naturally with Garmin’s broader identity. The company’s products are closely associated with movement, navigation and active lifestyles, while a Metro station is itself a place where people travel, commute and navigate their way around the city.
For Garmin, the arrangement therefore provides more than traditional advertising exposure. It connects the company’s brand with a major element of Dubai’s urban infrastructure.
The agreement was reached through AMIT Retail, Garmin’s exclusive UAE distributor. The distributor’s involvement highlights the role of local commercial partners in helping international brands establish and expand their presence in the Emirates.
Changes to Appear Later This Year
The rebranding will not happen overnight.
According to the planned schedule, the transformation will be carried out between September and November 2026. This means the station will gradually transition from its current Onpassive identity to the Garmin name during that period.
Station-related branding is expected to be updated as part of the process, allowing the new identity to become integrated into the passenger experience.
For commuters, the most visible change will be the station’s name. However, the wider branding exercise demonstrates how naming-rights agreements can become part of the everyday environment of public transport users.
Passengers may encounter the new identity while entering the station, checking transport information or travelling through the network.
The change will also place Garmin alongside other companies that have secured naming rights for Dubai Metro stations.
Metro Stations Become Commercial Platforms
Dubai’s Metro has developed beyond its original role as a transportation network. The system has become one of the city’s most recognisable landmarks and a major platform for commercial visibility.
The RTA introduced its station naming-rights initiative in 2009, describing it as the first programme of its kind globally at the time.
The concept allows companies and organisations to associate their names with selected Metro stations for an agreed period. In return, the RTA generates commercial value from its infrastructure while participating brands receive sustained exposure to the travelling public.
The initiative has attracted companies from different sectors over the years.
The Garmin agreement demonstrates that the programme continues to appeal to international brands looking for distinctive ways to build awareness in Dubai.
Unlike conventional advertising, a station naming partnership can provide a brand with repeated exposure over an extended period. The company’s name becomes incorporated into the way passengers refer to and identify the station.
This creates a form of visibility that can extend beyond advertisements placed inside or around the Metro system.
RTA Highlights Public-Private Cooperation
Abdul Mohsen Kalbat, CEO of RTA’s Rail Agency, said Garmin’s participation demonstrates the continuing appeal of the station naming programme.
He described the addition of the technology brand as further evidence that the initiative has succeeded in attracting companies from a broad range of industries.
The programme, according to Kalbat, also contributes to stronger cooperation between the public and private sectors.
Such partnerships can provide businesses with opportunities to connect with Dubai’s population while allowing public infrastructure to generate additional economic value.
The initiative reflects Dubai’s wider approach to creating opportunities for private-sector participation in major areas of the city’s development.
Kalbat also emphasised the significance of the Dubai Metro itself.
Since beginning operations, the Metro has become an important part of daily life in the city and has developed into a recognisable symbol of Dubai.
Its visibility gives stations significant commercial potential. Every day, residents, employees, tourists and visitors use the network to travel between different parts of the emirate.
That regular flow of passengers makes Metro stations particularly attractive locations for businesses seeking long-term brand recognition.
The Business Value of Station Naming
Naming a Metro station can provide a company with a type of exposure that differs from conventional marketing.
A billboard may be seen briefly, while a station name is repeated throughout the passenger journey. It can appear on maps, announcements, directions and conversations between commuters.
For brands, that repeated association can strengthen recognition over time.
For the RTA, meanwhile, naming rights provide a way to generate commercial returns from an established transport network without changing its fundamental purpose.
The model creates a relationship in which public infrastructure and private-sector branding support each other.
Dubai’s large international population makes the opportunity particularly attractive. Residents come from many countries, while millions of visitors arrive in the city each year.
A brand attached to a Metro station can therefore reach a highly diverse audience.
The arrangement can also reinforce a company’s association with Dubai itself. Being connected to one of the city’s major transport systems can give an international company greater visibility within a market that has positioned itself as a regional centre for business, tourism and innovation.
Garmin Welcomes the Partnership
Garmin CEO Clifton Pemble said the company was pleased to become part of Dubai’s transport network.
The company’s stated mission focuses on developing technology intended to become part of customers’ everyday lives. Its products are designed around activities including navigation, exercise, health monitoring and outdoor exploration.
Pemble said the partnership with the RTA and AMIT Retail would help Garmin connect with people as they move through the city.
The company’s message around confidence, connectivity and purpose also aligns with its focus on navigation and active lifestyles.
Garmin’s involvement in the Metro naming programme provides another way for the company to communicate those values outside its traditional retail and digital channels.
Rather than appearing only on a product, website or advertisement, the brand will become part of the physical landscape experienced by commuters.
A New Chapter for the Station
The upcoming rebranding marks another stage in the history of a Metro station that has already carried several identities.
From Noor Bank to Al Safa and later Onpassive, the station has changed names as different naming-rights arrangements and branding decisions have taken effect.
The transition to Garmin will continue that pattern.
For the RTA, the agreement represents another successful commercial partnership under a programme that has been operating for more than a decade.
For Garmin, it offers an opportunity to gain prominent visibility in Dubai while becoming associated with a transport network that is widely recognised both within the UAE and internationally.
The timing also reflects Dubai’s continued emphasis on partnerships between government entities and private companies.
What Passengers Can Expect
The rebranding process is scheduled to take place from September through November 2026. During this period, the station’s existing visual identity will progressively be replaced with Garmin branding.
The changes will make the new station name increasingly visible to commuters as the transition progresses.
Once completed, Garmin Metro Station will become another branded location on Dubai’s Red and Green Metro lines.
For regular passengers, the most immediate difference will simply be the name they see and hear when travelling through the network. For Garmin, however, the agreement represents a much broader branding opportunity.
The company will have a physical presence connected to one of Dubai’s most important public transport systems for the duration of the 10-year agreement.
Dubai’s Growing Branding Landscape
The deal also reflects a broader trend in Dubai, where infrastructure, business and branding frequently intersect.
The city has developed a reputation for creating high-profile commercial partnerships around major developments and public facilities. The Metro naming programme is one example of this approach.
As the network has grown in importance, its stations have become valuable locations for companies seeking sustained visibility.
The Garmin agreement demonstrates that the concept remains relevant more than a decade after the initiative was launched.
It also shows how naming rights can appeal to companies beyond traditional transport, finance or property sectors. A technology company focused on navigation and fitness can use the Metro network to connect its brand with concepts such as movement, mobility and exploration.
A Partnership Built Around Visibility
The new agreement ultimately brings together two internationally recognised aspects of Dubai: its modern transportation infrastructure and its role as a global commercial centre.
The RTA gains another long-term private-sector partnership, while Garmin secures a prominent presence within the city.
The station’s new identity will gradually become part of Dubai’s transport landscape as the rebranding takes place during the final months of 2026.
The agreement is also a reminder that public transport infrastructure can have value beyond moving people from one destination to another. With the right commercial framework, stations can become platforms for businesses to establish a lasting connection with the public.
For Garmin, the opportunity is particularly relevant because its brand is closely connected to navigation and active lifestyles. Associating its name with a major Metro station gives the company a physical landmark through which those ideas can be communicated.
For Dubai, meanwhile, the partnership adds another international name to its network of branded stations and reinforces the continuing role of the Metro Station Naming Rights Initiative.
As the transition progresses, Onpassive will gradually disappear from the station’s branding, making way for Garmin. By November 2026, the transformation is expected to be complete, giving the station a new identity that will remain in place under the 10-year agreement.
What the Name Change Means for Metro Passengers
Passengers using Dubai Metro should prepare for a change in the name of the station previously known as Onpassive. As part of the new naming-rights agreement with Garmin, the Roads and Transport Authority (RTA) will gradually replace the existing station name across its transport network and passenger information systems.
The update is intended to make sure that commuters receive consistent information wherever they encounter the station’s name. This means the new Garmin Metro Station identity will not be limited to the physical station itself. It will also appear across the different systems passengers rely on when planning journeys, navigating stations and checking public transport information.
The RTA is expected to introduce the new branding across internal and external directional signs throughout the Metro network. These signs play an important role in helping passengers find platforms, entrances, exits, connecting services and nearby destinations.
As the transition takes place, commuters may therefore notice the Garmin name appearing in different locations across the network. The authority will work to ensure that the signage is updated so passengers can easily recognise the renamed station and avoid confusion during the changeover.
Digital Transport Services to Receive Updates
The station name will also be changed across the RTA’s digital platforms.
Modern Metro passengers increasingly depend on smartphones and digital tools when planning journeys. Information about station names, routes and connections is available through the authority’s digital services, meaning that updating those systems is an important part of the rebranding process.
The Garmin Metro Station name will consequently be incorporated into the relevant digital smart systems and public transport applications operated by the RTA.
This will allow passengers using digital services to see the new station identity when searching for routes or checking travel information.
Updating these systems is particularly important because passengers may rely on digital information rather than physical signs when navigating Dubai’s extensive public transport network.
Someone planning a journey in advance, for example, may search for the station using a mobile application. Once the transition is complete, the Garmin name will be displayed instead of the previous Onpassive identity.
The RTA’s goal is to maintain consistency between its physical infrastructure and digital services so that passengers receive the same station information regardless of which platform they use.
Audio Announcements Will Also Change
The name change will extend beyond written signs and digital applications.
Passengers travelling on Dubai Metro will also hear the new station name through onboard audio announcements.
The RTA plans to update the announcements made on trains before they reach the station and when they arrive. This means regular commuters will gradually become familiar with the Garmin identity through the announcements they hear during their journeys.
Audio information is an important part of the Metro experience because it helps passengers identify their destination, particularly when they are unfamiliar with the network or travelling to a station for the first time.
By changing the announcements alongside signs and digital systems, the RTA can create a consistent transition across multiple forms of passenger information.
The new name should therefore become recognisable through both visual and audio communication.
Why the Updates Are Being Introduced Across Multiple Platforms
Changing the name of a Metro station involves more than replacing a sign outside the station.
Dubai Metro is supported by a large information network that includes station signs, directional displays, digital services, mobile applications and train announcements. All of these elements need to reflect the same information so passengers can navigate the network without unnecessary uncertainty.
A partial update could potentially create confusion. For example, if a passenger sees the Garmin name on a station sign but finds the former name in a transport application, they may wonder whether the two names refer to different locations.
Updating multiple systems helps eliminate that problem.
The RTA’s approach is therefore designed to ensure that the new identity is gradually incorporated into the wider passenger information system.
This is particularly important for visitors and occasional Metro users who may not be aware of the station’s previous names.
A Gradual Transition for Commuters
The rebranding process will take place over a transition period rather than being introduced everywhere simultaneously.
During this phase, commuters may encounter changes at different times depending on the particular sign, digital service or communication channel they are using.
The RTA has asked Metro passengers to pay attention to the updated station name as it begins appearing across the various platforms.
Regular commuters who previously travelled to Onpassive station should be aware that the same location will eventually be identified as Garmin Metro Station.
Understanding this in advance can make the transition easier, particularly for people who use the station regularly for work, business, shopping or other daily activities.
The physical location of the station is not changing. The key adjustment for passengers is the name used to identify it throughout the Metro system.
Assistance Available During the Change
The RTA has also reassured passengers that support will be available while the changes are being introduced.
Its teams will be present to assist commuters who have questions about the new station identity or need clarification during the transition.
This assistance may be particularly useful for passengers who are unfamiliar with the station’s previous naming arrangements or who rely heavily on public transport information when travelling around Dubai.
For tourists and first-time visitors, clear guidance can be especially important. Dubai’s Metro network connects major residential, commercial and tourist areas, and passengers from outside the city may not immediately recognise that an old and new station name refer to the same location.
The presence of RTA staff during the transition is intended to make the process easier and provide passengers with a point of contact if they encounter difficulties.
Regular Users Should Familiarise Themselves With the New Name
For people who use the station frequently, one of the simplest ways to adapt will be to start associating the Garmin name with the existing location.
Passengers who previously selected Onpassive station when planning a journey should look for Garmin Metro Station as the name is introduced across RTA systems.
This will be particularly relevant for people using digital journey planners and public transport applications.
The change does not require passengers to alter their usual travel route. Instead, they need to become familiar with the updated name so they can continue finding the correct station when using the Metro.
The station remains part of the same section of Dubai’s Metro network, meaning that its location and role within the network are not being replaced by a new facility.
Branding Becomes Part of the Passenger Experience
The station’s new identity also illustrates how commercial naming partnerships have become integrated into Dubai’s public transportation environment.
For the passenger, a station name is a practical navigation tool. For a company, however, it can also represent a long-term branding opportunity.
When a corporate name becomes part of station signs, announcements and digital transport information, it gains repeated exposure among commuters and visitors.
The Garmin agreement demonstrates how the RTA’s naming-rights initiative extends beyond traditional advertising. The brand becomes associated with a physical location that people encounter repeatedly as part of their everyday routines.
The new name will consequently appear not only on branding materials but also within the information systems passengers use to navigate the Metro.
The Role of Clear Communication
Effective communication will be important throughout the transition.
When public infrastructure changes its naming conventions, passengers need timely information so they understand what is happening and why.
The RTA’s decision to update physical signs, digital systems, applications and audio announcements is intended to provide that consistency.
By communicating the change through several channels, the authority can reach different groups of passengers, including regular commuters, occasional users and visitors.
Someone who does not see the new signage may still hear the new name on a train. A passenger who does not hear an announcement may encounter the Garmin identity in a mobile application.
This multi-channel approach reduces the possibility of passengers missing the change.
A Familiar Station With a New Identity
Although the name will change, the station itself remains a familiar part of Dubai’s Metro network.
Passengers who have used the station under the Onpassive name will simply need to adjust to the new branding.
The transition reflects another stage in the station’s history, which has already included several names since it opened.
The latest change will make Garmin the name associated with the station under the new 10-year naming agreement.
For commuters, the main practical task is simply recognising that Garmin Metro Station refers to the same stop they previously knew as Onpassive.
Digital Navigation Will Become Increasingly Important
The update also highlights the growing importance of digital navigation within Dubai’s public transport system.
As more passengers use mobile applications and smart systems to plan journeys, station information must remain accurate across digital platforms.
A mismatch between physical signage and digital information could make travel more difficult, especially for people unfamiliar with the city.
By incorporating the Garmin name into the RTA’s digital systems and public transport apps, the authority can help ensure that journey planning remains straightforward.
Passengers will therefore be able to find the renamed station through the same digital channels they already use for public transport information.
Making the Change Easy for Passengers
Ultimately, the RTA’s priority during the rebranding process is to ensure that the station’s new name does not create unnecessary difficulties for commuters.
Updating signs, digital services and train announcements simultaneously provides passengers with several ways to learn the new identity.
The availability of RTA staff during the transition adds another layer of support for those who require clarification.
The authority has encouraged passengers to remain aware of the updated name as the changes are introduced.
Once the process is complete, Garmin Metro Station will become the standard name used across the network.
For most commuters, the change will be straightforward: the station remains in the same location and continues to serve the same passengers, but its name will be different.
As the new identity becomes integrated into signs, applications, digital systems and onboard announcements, Garmin Metro Station is expected to become a familiar part of Dubai’s transport vocabulary.
The transition is therefore not simply a change to the lettering displayed outside the station. It involves updating the wider information environment that guides millions of passengers through the Metro network.
By making the new name visible and audible across multiple platforms, the RTA aims to help commuters recognise the change quickly and continue travelling without disruption.
