Case Studies from the Saudi Context
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Riyadh Metro Commercial Strategy
The case studies below highlight how the Saudi government has leveraged its own assets to reduce operational costs and strategically enhance its long-term value. Public Transit Commercialization
40 8 +375M Projected Investment Initiatives Key Highlights
4B 10 Estimated for 4 main commercial programs
Naming rights of eight Riyadh Metro stations. year
Commercial Partners
In 2017, the Royal Commission for Riyadh City (RCRC), launched a commercial strategy to support the sustainability of the Riyadh Public Transit Network. This strategy aimed to reduce operational costs and generate non-fare revenue for reinvestment into the network’s long-term development. A key component of this strategy was the station naming rights program, complemented by other commercial opportunities such as telecom, retail space, advertising, and signage. Out of the 85 stations in the Riyadh Metro system, 15 were made available for naming rights, with 8 stations awarded to successful bidders through a structured pre-qualification and bidding process. The selection criteria ensured that participating companies aligned with Saudi values and culture. In November 2018, RCRC announced the results of the naming rights auction, awarding 10-year contracts for 8 stations to leading companies in KSA. These contracts collectively generated over SAR 1.045 billion in revenue, achieving one of the highest levels of long-term commercial revenue globally among public transport naming rights initiatives. This program reflects a broader trend of leveraging public assets to diversify revenue sources, while maintaining transparency and competitive access for the private sector.
Estimated on capital expenditures reduction by collaborating with public sector
As part of this transformation, APEX in partnership with RCRC played a pivotal role in the full commercialization lifecycle, by guiding the development and execution of a forward-looking commercial strategy, from strategic identification to commercial operations management. APEX Impact
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