ONE OF THE main men behind the recent naming rights deal of the Louisiana Superdome has been fired by his employers Mercedes-Benz USA. Ernst Lieb had been CEO for five years and was instrumental in completing the 10-year agreement with the NFL's New Orleans Saints, valued by Frontloaded at between $7m and $10m per year. Lieb was also the driving force behind the Autohaus branding programme which saw its 300+ US dealer network invest a collective $1.4bn to renovate their facilities. The company announced that Lieb had been relieved of his post and would be replaced by VP and Chief Finance Office Herbert Warner but this was certainly not an orderly transition. The German marque’s sales have lagged behind rivals BMW and Audi but it was looking at revived fortunes on the back of its investments in service levels. Insiders suggest the true story behind the sacking is yet to emerge and that lawyers are sharpening their knives for a protracted legal case.
Superdome proves a deal too far for Mercedes’ Lieb
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