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Despite the fact that Toronto's subway stations have most likely been spared corporate branding, the opportunity for community-based sponsorship should not be abandoned just yet.

The Toronto Transit Commission released a report this week, up for discussion at the Aug. 27 TTC meeting, turning down the idea of selling station and subway line naming rights to the private sector.

Ward 5 (Etobicoke-Lakeshore) Councillor Peter Milczyn came up with the idea in the spring, asking the TTC to weigh the pros and cons of private sector partnerships as a means to an additional revenue source.

The findings weren't positive. In reviewing other public transit systems across North America and the U.K., the TTC found only one in Cleveland was successful in selling naming rights, while all others rejected the notion due to lack of interest from corporations, potential customer confusion and the effect corporate dominance would have on other advertising revenues.

Rightly so.

Corporate branding of city landmarks and facilities is a slippery slope and one we must tread carefully in order to prevent a slide down into a branding chokehold. You don't have to look far to find examples of corporate sellout in this city, with the naming of major facilities such as the Rogers Centre, BMO Field, Air Canada Centre, the Sony Centre for the Performing Arts and even the CN Tower. Waterfront Toronto is also considering a sponsorship program that would see corporate names and logos decorating public space along the lakeshore.

And while it's fair to explore other revenue opportunities if it means a tax break for residents, or assured maintenance and upkeep, there's something to be said for retaining a bit of dignity and community self-worth.

Milcyzn has been playing with another idea - one that would get local Business Improvement Areas involved with the design and maintenance of subway stops in exchange for the chance to market local businesses.

"We might have the BIA logos somehow associated with the local station. ... I see that as a Toronto way of doing things. That you market the local community in conjunction with the use of public transit," he said Friday.

Approaching the sponsorship idea in a micro-level, community-based way, where BIAs could 'adopt' a station like Kipling, Islington and Royal York, help jazz them up while promoting local businesses is much more acceptable than mega-corporation brand stamping. It would help support the community, bring in some advertising dollars and improve our public transit spaces without completely sacrificing our city's integrity for a cash-driven corporate sellout.