Calgary Transit riders boarding a CTrain between City Hall and the Downtown West/Kerby station will now be doing so in a newly branded zone paid for by the Toronto-Dominion Bank.
The city made the announcement during a press event Friday. The deal, which runs for five years, brands the stretch as the TD Free Fare Zone.
"This is actually the first time that a transit agency in Canada has worked with a sponsor to rename a section of its network," said Calgary Mayor Jyoti Gondek.
"We're finding innovative revenue sources to support our operating costs while we look to expand transit service and improve reliability."
The City of Calgary initially started looking to monetize the zone in 2021. Gondek said the city could not disclose the dollar amount of the partnership but said it would offset the operating costs of the free fare zone.
The free fare zone has existed for many years but didn't have a branded name. Passengers can ride for free downtown but must purchase a ticket if travelling beyond that area.
Starting in the new year, transit customers will notice the visual elements of the partnership, which will include banners and signage.