The brand new Atlanta stadium will be named through 2042 the Mercedes-Benz Stadium, thanks to a recent agreement between AMB Sports & Entertainment (AMBSE) and Mercedes-Benz USA.
The stadium will host the home matches of the National Football League’s Atlanta Falcons and Major League Soccer’s Atlanta United. The venue will also become the host of other major sporting events such as the NCAA Men’s Final Four in 2020. Naturally, the financial terms of the deal have not been made public but we imagine they were hefty, since the stadium set for completion in 2017 will bear the moniker through 2042.
“Mercedes-Benz fits all of the criteria we set out in finding a naming rights partner. Their name and reputation fit the iconic image of the building; ; 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,” commented in a release Atlanta Falcons and Atlanta United owner Arthur Blank.
Marketing efforts from the brand will be visible inside and outside the building, including on the roof, in plaza areas, on the field and in the tunnel and in club areas. VIP parking and other areas will not be forgotten and also feature a first ever video halo board. The move also comes after the July switch of MBUSA’s corporate headquarters from their former area in northern New Jersey to metro Atlanta. The stadium is being built in the city’s sprawling downtown tourist and entertainment district, and has been designed as a multi-purpose venue.