Automotive manufacturer Mercedes-Benz USA has sealed a deal to become the naming rights sponsor of a new stadium in Atlanta, US.
The Mercedes-Benz Stadium, which will have the capacity to expand to 83,000 seats, is due to open in 2017 and will host home games for NFL American football franchise the Atlanta Falcons and Major League Soccer’s Atlanta United.
The agreement will run for 25 years, from 2017-18 to 2041-42. The Mercedes-Benz brand will be prominent inside and outside the venue, including on the roof, in plaza areas, on signage, in club areas, in VIP parking and entrance areas and on a video ‘halo’ board.
Financial terms of the agreement were not disclosed.
At a press conference announcing the partnership, Falcons and United owner Arthur Blank unveiled the newly-branded stadium model.
“Mercedes-Benz fits all of the criteria we set out in finding a naming rights partner,” said Blank. “Their name and reputation fit the iconic image of the building; they are committed to excellence in customer service and experience; their values mesh with those of the Falcons, Atlanta United and the rest of our businesses; and they are a company that embraces the communities in which they do business.”
Mercedes-Benz already has the naming rights to the Superdome in New Orleans, the home of the Falcons' division rival the New Orleans Saints, in a 10-year deal that will expire in 2021.