First Kuching ART station named as The NorthBank IBRACO
The Kuching Urban Transportation System (KUTS) has reached another milestone with SM07 station given the name The NorthBank IBRACO.
This makes it the first Autonomous Rapid Transit (ART) station under Sarawak Metro’s Station Naming Rights Programme with both Sarawak Metro Sdn Bhd and IBRACO Berhad signing the deal.
The agreement was exchanged on Saturday in the presence of Sarawak Premier Datuk Patinggi Tan Sri (Dr) Abang Abdul Rahman Zohari Tun Datuk Abang Openg. Sarawak Metro was represented by its Chief Executive Officer, Ts. Mazli Mustaffa, while IBRACO Berhad was represented by its Group Managing Director, Datuk Chew Chiaw Han.
Aside from being the first station bear a corporate name, the station is also likely the first station in the KUTS network be physically ready for use.
Details of the deal were not disclosed, but it is unlikely that the leasing of the station name is perpetuity which means the name of station SM07 could change again in the near future.
Station naming programme to generate non-fare revenue
Sarawak Metro said the Station Naming Rights Programme is a strategic initiative to create sustainable non-fare revenue for the KUTS network while offering long-term brand exposure to participating organisations.
Under the programme, organisations are granted the right to associate their corporate or brand names with selected ART stations for an agreed contractual period. The original station identity based on its location remains, while the partner’s name is incorporated into the official station name.
Sarawak Metro will continue to operate and manage the stations throughout the duration of each agreement.
Besides station branding, participating organisations will receive visibility through station signage, wayfinding systems, selected official communications and collaborative marketing initiatives.
The programme is open to organisations with significant developments or landmarks located near ART stations, including residential townships, universities, hospitals, convention centres and corporate headquarters.
Such naming programme is not new with such practice already a norm for numerous public facilities worldwide such as stadiums, train stations and public spaces. The move however is new in Sarawak, or more specifically Kuching and could well be considered the first time such programme is used for commercial reasons.
It is therefore understood that the station naming initiative forms part of Sarawak Metro’s wider strategy to diversify KUTS revenue beyond passenger fares.
Earlier this year, Sarawak Metro had said that the network would also generate income through Transit-Oriented Developments (TODs), advertising, retail opportunities and commercial partnerships, helping to support the long-term operation and maintenance of the public transport system.
The latest agreement with IBRACO represents the first tangible outcome of that strategy.
KUTS ART project continues to move forward
The naming announcement comes as work on the KUTS ART project continues across Kuching and Kota Samarahan with more piers and ART stations being erected around the city.
It is noted that part of the Phase 1 hydrogen-powered ART system is expected to start innitial operations by the final quarter of 2026, with others within the same phase expected to follow next.
Nonetheless, with the first station now carrying a naming rights partner, The NorthBank IBRACO represents another milestone and proof that the project is moving in the right direction for sustainability.
Article cources:
- utusansarawak
- UKAS1, UKAS2
- Sarawak Metro PR
