AMB Sports & Entertainment has announced Mercedes-Benz USA will be the naming partner of the new Atlanta stadium, to be called Mercedes-Benz Stadium. The agreement, which continues through 2042, includes official naming rights and other partnership benefits of the stadium, which will be home to the NFL’s Atlanta Falcons and MLS’ Atlanta United. Financial terms of the agreement were not disclosed.
The Mercedes-Benz brand will be prominent inside and outside the building, including on the roof; in plaza areas; on directional, on-field and tunnel signage; in club areas; in VIP parking and entrance areas; on the first-of-its-kind video halo board; and in additional areas. Upon its completion in 2017, the multipurpose stadium will also host other major sports and entertainment events, including the NCAA Men’s Final Four in 2020. Mercedes-Benz is also the title sponsor of the Superdome, home of the New Orleans Saints, which also play in the NFC South with the Falcons.
At a press conference announcing the partnership, Atlanta Falcons and Atlanta United Owner Arthur Blank unveiled new renderings of the stadium and spoke about the attributes that made Mercedes-Benz an ideal partner for the project. “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.”
The announcement comes following the July relocation of the automobile company’s corporate headquarters from its former home in northern New Jersey to metro Atlanta. “We chose Atlanta as the foundation for the future of our company—a place where our brand, our employees, their families and our culture can thrive and grow,” said Stephen Cannon, president and CEO of MBUSA. “This stadium is an opportunity to connect our brand to the promise and opportunity that this remarkable facility represents for Atlanta’s future.”
Central to the building design is utilization of natural light, with an exterior skin made of ETFE panels and a retractable roof inspired by the oculus in the ancient Roman Pantheon. The stadium will also seek LEED certification at the highest level from the U.S. Green Building Council.