Mercedes-Benz Stadium, computer rendering
German automaker Mercedes-Benz has signed a naming rights agreement for the new Atlanta stadium scheduled to open in 2017.
As the naming partner, the stadium will be referred to as Mercedes-Benz Stadium until the contract is up for renewal in 2042. The high amount of visibility the stadium will receive between athletics and other entertainment events will keep Mercedes-Benz top of mind among local consumers and those tuning in during game time.
Name game
In addition to partnership benefits, Mercedes-Benz naming rights include prominent brand placement inside and outside the stadium including on the roof, in plaza areas, on directional, on-field and tunnel signage, in club areas, in VIP parking and entrance areas and on the first-of-its-kind video halo board.
The new stadium will be the home to the National Football League’s Atlanta Falcons and Major League Soccer’s Atlanta United Football Club. For Mercedes, tapping into the fan base of these two teams will add further benefit to the naming agreement.
Mercedes-Benz Stadium in Atlanta, computer rendering
Opening in 2017, the stadium is a multi-purpose venue that can accommodate up to 83,000 seats and includes a retractable roof structure inspired by the oculus in the ancient Rome Pantheon. With views of the Atlanta skyline, the stadium also boasts a 360-degree HD video halo board, the largest in the NFL and world at six stories tall and 1,100 linear feet in diameter.
In a statement, Stephen Cannon, president and CEO of MBUSA, said, “ We chose Atlanta as the foundation for the future of our company -- a place where our brand, our employees, their families and our culture can thrive and grow. This stadium is an opportunity to connect our brand to the promise and opportunity that this remarkable facility represents for Atlanta’s future.”
After 50 years in New Jersey, Mercedes-Benz relocated its headquarter operations to Georgia (see story).