Next stop: Spadina-McDonalds station.

“Whatever. If it brings in revenue, I honestly don’t believe anyone cares,” Councillor Doug Ford quipped Tuesday afternoon.

At a time when city staff is asking council to adopt a concrete policy regarding corporate partnerships, sponsorships and naming rights, the always outspoken brother of Mayor Rob Ford took a few minutes to promote the idea to reporters.

“As long as it’s called the right name,” he said, before tossing out the Spadina-McDonalds idea. Getting it through council “won’t be a problem,” he added, if it means getting the TTC the TLC it needs.

Speaking outside council, the mayor said, “sure,” he supported the idea.

The transit system has been in discussions for several months with the Dundas Business Improvement Area regarding improving the Yonge-Dundas subway stop ahead of the PanAm Games, said the TTC chair, Councillor Karen Stintz. Ryerson University has also expressed interest.

It’s still too early to know exactly what these partnerships would look like, she said.

It’s unlikely the TTC would completely swap out a station name for that of a corporate entity — Queen for Coke, for example. The city’s disability advisory committee has recommended against this, Stintz said. And it’s important for the name to reflect the intersection so people can more easily move around the city.

But what about Ford’s combo name suggestion, Spadina-McDonalds? Or a NASCAR-style sponsored subway train?

“We’re looking at all options,” she said. “We do want to refurbish our stations and we know that we’re going to need some help to do that. But it’s too early for me to say right now … what that would look like.”

Phyllis Berck, director of the Toronto Office of Partnerships, declined to comment afterward on any plans being investigated by the TTC. As for city entities such as parks, she said, “not everything is on the table.”

Public works chair Denzil Minnan-Wong said, “We have to look at what’s in good taste.” Viagra might not be a good option for a naming partnership, he said. But if Cadbury wanted to help with Sugar Beach, “I don’t think anyone would have a problem with that.”

The TTC’s contract with its advertising agency, CBS Outdoor, expires at the end of this year. The system is hunting for a company with new ideas to raise the capital funds it desperately needs.