Case Study
Yamaha x Monumento Station
One of the world’s first station naming rights partnerships, in Manila
Light Rail Manila Corporation (LRMC) aimed to enhance passenger experience through a series of station improvements and upgrades across their LRT network. As LRMC’s partner for ancillary revenue, PHAR’s mission was to attract new, non-farebox revenue through strategic brand partnerships to fund these essential upgrades.
Client
Monumento Station
Service
PHAR's Solution
To meet this challenge, PHAR introduced the Station Partnership Program to the Philippines, inspired by the success of a similar initiative in Malaysia. The goal was to create a range of customised, station-naming rights packages that included extensive branding opportunities around each station, exposure on train maps, and other valuable assets. In Kuala Lumpur, this program attracted major brands - including banks, real estate firms, and airlines - who secured naming rights deals, and PHAR was eager to replicate this success in Manila.
The Result
PHAR’s innovative program led to a landmark partnership with Yamaha Philippines, securing their sponsorship of Monumento Station on the LRT-1 line. The revenue generated from this agreement enabled a host of station upgrades, including enhanced lighting, improved roofing, additional security installations, and a cleaner, well-maintained environment - all of which significantly elevated the passenger experience. Yamaha’s vision to give back to the city in a tangible, visible way was realised, with LRMC facilitating the transformation. Six years later, the Yamaha-Monumento partnership remains a successful, enduring collaboration.
