Mercedes-Benz Superdome: new turf for luxury carmaker

James Raia

Three of the largest upcoming sporting events in the United States will have prominent relationships with Mercedes-Benz with the announcement of the luxury carmaker's new relationship with the New Orleans Saints and the National Football League team's home playing facility.

Via a 10-year agreement that provides official naming rights among other sponsorship benefits including being named the Official and Exclusive vehicle of the NFL’s Saints, the newly named Mercedes-Benz Superdome will play host to the 2012 Men's Final Four and BCS Championship Game and the 2013 Super Bowl.

The agreement 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. It recently underwent a six-year $336 million renovation project.

Financial details of the 10-year agreement were not disclose, but it includes branding and signage throughout and nearby the newly named Mercedes-Benz Superdome.

In addition, the Saints print and online publications will feature Mercedes-Benz content and advertising and the Company will have access to Saints coaches and players for special events and promotions.  Mercedes-Benz plans to leverage its access to many of the events to create unique programs such as customer and fan appreciation activities.

The New Orleans Superdome is home to a record six Superbowls, including Super Bowl XII (1978), XV (1981), XX (1986), XXIV (1990), XXXI (1997), XXXVI (2002). The 2013 Superbowl (XLVII) will also he held in New Orleans.

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