Daimler renames New Orleans’ landmark sports stadium as the Mercedes-Benz Superdome

Article by Christian Andrei, on October 7, 2011

Mercedes-Benz has signed a 10-year agreement to acquire naming rights to the Louisiana Superdome, which is home of the NFL's New Orleans Saints and the venue for as many as a record-breaking six Super Bowl games. This sponsorship deal actually began as part of small talk during a dealer meeting in Stuttgart, Germany.

But now, the New Orleans' landmark sports stadium has been renamed as the Mercedes-Benz Superdome. Tom Benson, the owner of Mercedes-Benz dealerships in New Orleans and San Antonio, owns the football team. Benson and Mercedes-Benz USA CEO Ernst Lieb were both at a dealer meeting in Stuttgart last April.

It was during this time that Benson made a casual mention that the team had gotten permission from the state of Louisiana to shop for naming rights for the stadium. Steve Cannon, vice president of marketing for Mercedes-Benz USA, said that it’s not like the company was looking for a stadium deal since these are “really big, high-dollar long-term deals."

Cannon quickly saw the marketing potential and started talks for a deal for an unspecified figure to snatch the naming rights. He added that this opportunity stands for a presence that’s a lot larger than anything that has been done in the past. The company didn’t release the financial terms of the agreement.

But a report from the Times-Picayune of New Orleans cited sources who revealed that the deal is valued at between $50 million and $60 million.

According to The New York Times, the money is meant to replace majority or all of the subsidies that the team gets from the state of Louisiana. The state gave a total of $186.5 million to the Saints under an older lease that expired in 2009. The annual payments in this new lease are capped at $6 million. The Times reported that the Saints acquired the right to sell the naming rights under the current lease.

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

In the minivan segment, the 2017 Chrysler Pacifica is already impressive in terms of fuel economy figures – as rated by the United States Environmental Protection Agency. In fact, the...
by - December 2, 2016
Having a blacked-out Bentley Mulsanne Speed is already menacing by itself but by naming it as the Bamford X, it became all the more imposing. This model was made by...
by - December 2, 2016
We have good news for those who are waiting for the latest version of the Mazda CX-5 compact crossover. It was just unveiled in November at the 2016 Los Angeles...
by - December 2, 2016
Those familiar with racing know that Marco Wittmann’s win during the 2016 Deutsche Tourenwagen Masters held last May was noteworthy as it was his second title in four seasons. In...
by - December 2, 2016
Volvo has revealed that while its products are used by a number of police organizations around the world, it will be the Swedish police that will get the first chance...
by - December 2, 2016
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries