Mercedes-Benz said it plans to “leverage its access to many of the events to create unique programs such as customer and fan appreciation activities.”
Mercedes-Benz announced today the American football team the New Orleans Saints will be playing in the Mercedes-Benz Superdome. The 10-year agreement also includes being named the Official and Exclusive vehicle of the NFL’s Saints. the Mercedes-Benz Superdome will host several upcoming events, including 2012 Men’s Final Four and BCS Championship Game in addition to the 2013 Super Bowl. The price of the deal was not revealed.
Mercedes said this is the first naming rights deal in the U.S. for the luxury car maker and also for the New Orleans sports and exhibition stadium. The stadium opened in 1975, and was rebuilt in 1999 with taxpayers footing 100% of the $114 million bill.
The New Orleans stadium is infamous as the lawless, unlit refugee area for the homeless after Hurricane Katrina caught federal, state and local government agencies completely unprepared. State taxpayers rebuilt the stadium so that the New Orleans Saints could play there again starting in 1996. About $336 million has been spent by taxpayers on the sports facility since then.
“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,” said New Orleans Saints owner Tom Benson.
Mercedes-Benz said it plans to “leverage its access to many of the events to create unique programs such as customer and fan appreciation activities.”
“This is a great, great partnership,” said Governor Bobby Jindal of Louisiana. “I know for many years there have been attempts to sell this sponsorship, and 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.”
