Governor Cuomo makes an appeal to companies to invest in the struggling subway system — and maybe even put their names onto stations. Transit Reporter Jose Martinez has that story.

It's a public transit system, but private businesses are being called on to help ride to the subways' rescue.

"We are all in this together right?" asked Governor Andrew Cuomo. "Six million people taking a transit system, there has to be an air of civic engagement."

On Thursday, Governor Cuomo announced a program to pump private money into maintaining and improving subway stations. Pay enough money, and a company might be able to buy naming rights.

"We've done this in the park system — it worked," Cuomo said. "We've done it with historic properties — it worked. Now we should do it with the subway system."

For as much as $600,000, companies can adopt one of 72 eligible stations. The MTA will use the money for improvements — and in return, the company might get naming rights. But for every busy station in Manhattan that's adopted, there has to be one in Queens, Brooklyn or the Bronx that gets funds.

"The businesses can enhance those stations, enhance maintenance, enhance security, enhance aesthetics," the governor said.

For $250,000, Cuomo said companies can become official subway partners, working with the MTA to develop private-sector solutions to problems in the system. Seven businesses and organizations have already signed up, including MasterCard, the Estee Lauder Companies and the Partnership for New York City.

"This is not something the MTA or the government can do alone, it needs all of us," Kathryn Wylde with the Partnership for New York City. And this is the way the business community is going to have some skin in the game."

The MTA said details of the naming proposal have to be worked out.

"As far as I'm concerned, all of our subway stations should be considered," said MTA Chairman Joe Lhota.

The MTA has been down the renaming route before. Remember when the Atlantic Avenue-Barclays Center station was known as Atlantic Avenue-Pacific Street?

The station was renamed in 2009 under a 20-year, $4 million dollar deal. But the MTA never was able to sell naming rights to other stations. Riders we spoke with said they're open to the agency trying again.

"I can see the improvement being worth it, an even trade," said one rider.

"Hey, that's the way it goes in America, nothing's wrong with it," said another. "Nothing's wrong with it — I say go for it."

The MTA says it will — at a time when it badly needs the money.