Mercedes-Benz has officially planted its three-pointed star in the heart of New Orleans by securing the naming rights to the legendary Superdome. This landmark 10-year agreement not only rebrands the iconic stadium as the Mercedes-Benz Superdome but also designates the luxury automotive brand as the Official and Exclusive vehicle of the NFL’s New Orleans Saints. This strategic partnership marks Mercedes-Benz USA’s first foray into stadium naming rights within the United States, aligning itself with a venue renowned for hosting premier sporting and entertainment events.
Alt text: The newly branded Mercedes-Benz Superdome entrance sign, showcasing the Mercedes-Benz logo alongside the stadium name, symbolizing the partnership between the luxury automaker and the iconic New Orleans venue.
The newly christened Mercedes-Benz Superdome is poised to host a series of high-profile events, further solidifying its status as a world-class destination. Among the marquee events on the horizon are the 2012 Men’s Final Four, the BCS Championship Game, and the highly anticipated Super Bowl XLVII in 2013. These events underscore the Superdome’s significance in the national sporting landscape and the strategic value for Mercedes-Benz in associating its brand with such prestigious occasions.
Ernst Lieb, then President and CEO of Mercedes-Benz USA, articulated the significance of this union, stating, “The joining of the Mercedes-Benz brand with the world-class Saints organization and the Superdome, an iconic destination which has undergone an incredible transformation over the past six years, is a significant moment for us, the City of New Orleans and the State of Louisiana.” Lieb emphasized the decade-long commitment to the Saints fanbase, the team, and the vibrant New Orleans community, highlighting the brand’s belief in the city’s continued growth and prosperity.
This naming rights agreement is groundbreaking for both Mercedes-Benz USA and the Superdome. For the luxury car manufacturer, it represents their inaugural naming rights venture in the U.S. market, signaling a significant investment in brand visibility and engagement within American sports culture. Simultaneously, for the Superdome, a stadium steeped in history and recently revitalized through a substantial $336 million renovation project completed over six years, this partnership marks its first ever naming rights deal. This renovation has transformed the venue into a leading destination capable of attracting major events for years to come.
Alt text: A fleet of Mercedes-Benz luxury vehicles displayed outside the Mercedes-Benz Superdome during a promotional event, highlighting the brand’s presence and partnership with the venue.
New Orleans Saints owner Tom Benson expressed his enthusiasm for the partnership, stating, “I am thrilled to be able to announce a winning and long-term partnership between the Saints, Mercedes-Benz and now the Mercedes-Benz Superdome.” Benson underscored the alignment of values between the Saints organization and Mercedes-Benz, noting that “The Mercedes-Benz brand represents the very best in its industry and we believe that is a perfect fit for this stadium.” He further emphasized the importance of partnering with a brand that resonates with fans and the state of Louisiana, reinforcing the prestige associated with Mercedes-Benz’s “the best or nothing” ethos.
The extensive 10-year agreement encompasses numerous benefits for Mercedes-Benz beyond the prominent naming rights. Branding and signage will be strategically placed throughout the Mercedes-Benz Superdome and its surrounding areas, ensuring high visibility for the brand. Furthermore, Mercedes-Benz will be integrated into the Saints’ print and online publications through content and advertising, creating direct engagement opportunities with the team’s dedicated fanbase. The partnership also grants Mercedes-Benz access to Saints coaches and players for special events and promotional activities, further amplifying brand reach and engagement. Mercedes-Benz intends to capitalize on these opportunities to develop unique customer and fan appreciation programs, enhancing brand loyalty and creating memorable experiences.
Then Governor Bobby Jindal hailed the partnership as a significant achievement, stating, “This is a great, great partnership… I think the restructured deal and the new Superdome are two of the reasons this is actually happening. So I think this is great for the Saints and great for the state.” Jindal’s remarks highlight the collaborative efforts and strategic improvements that paved the way for this landmark agreement, recognizing its positive impact on both the Saints and the state of Louisiana.
The Superdome’s esteemed history includes hosting a record-breaking six Super Bowls, with a seventh, Super Bowl XLVII, on the horizon at the time of this announcement. This legacy, coupled with the New Orleans Saints’ top ranking in fan engagement according to ESPN Magazine’s 2010 Ultimate Standing poll, underscores the venue’s and the team’s strong connection with their audience.
About Mercedes-Benz USA
Mercedes-Benz USA (MBUSA), headquartered in Montvale, New Jersey, is the distribution, marketing and customer service division for Mercedes-Benz and Maybach vehicles in the United States. MBUSA offers a comprehensive luxury vehicle lineup, ranging from the C-Class sedans to the flagship S-Class and the high-performance SLS AMG supercar. The company also manages the distribution, marketing, and customer service for Mercedes-Benz Sprinter Vans and smart vehicles in the U.S. More information about Mercedes-Benz USA and its extensive product range can be found at www.mbusa.com.
This partnership between Mercedes-Benz and the Superdome signifies a dynamic fusion of luxury automotive excellence and iconic sports and entertainment venue status, promising a vibrant future for the Mercedes-Benz Superdome and the city of New Orleans.
