For an impressive period of 25 years the new stadium in Atlanta will bear the name Mercedes-Benz Stadium. Fourth stadium name for Mercedes, this deal may be among the most lucrative.
On Monday the Atlanta Falcons revealed their latest partner and a crucial one. Naming rights to the new stadium in Atlanta are now being granted to Mercedes-Benz. Though still under construction, the building is already referred to as Mercedes-Benz Stadium and that name will remain in use for 25 years after opening, until 2042.
Financial terms of the agreement were not disclosed, as is common in such cases. The largest NFL naming rights deal is the New York Giants' and Jets' agreement with MetLife for a reported $17m to $20m per year on the teams' shared stadium. The Dallas Cowboys' agreement with AT&T is reported to be between $17m to $19 million per year.
The stadium worth $1.4 billion is scheduled to be completed in 2017 and will be home to the Falcons and Major League Soccer's Atlanta United. The multi-purpose stadium, which has a retractable roof, also will host other major sports and entertainment events, including the NCAA Men's Final Four in 2020.
"Mercedes-Benz fits all of the criteria we set out in finding a naming rights partner," owner of the Falcons Arthur Blank said. "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.
For Mercedes-Benz it’s not the first such deal, not even the only one in the US alone. Their brand already decorates the Mercedes-Benz Superdome and two Mercedes-Benz Arenas, one in Stuttgart and one in Shanghai.