We want to be in that number when the Saints go marching in. And so does Mercedes-Benz, apparently, as the German automaker has acquired the naming rights to the stadium where the New Orleans football team plays.

The deal will see the recently renovated stadium (which is also set to host the 2013 Super Bowl and the 2012 Final Four of men's college basketball) renamed as the Mercedes-Benz Superdome, and will see the Silver Star appear next to the team's Fleur-de-Lis logo for the next ten years as official and exclusive vehicle of the Saints.

This isn't the first time that a sports venue has been named for an automaker. Racetracks aside, the Detroit Lions play at Ford Field, the Vancouver Canucks at General Motors Place and the Houston Rockets at Toyota Center. There are even Mercedes-Benz venues in Stuttgart, Shanghai and South Africa. It is, however, the first time a luxury automaker has acquired such naming rights in the United States, and you can bet it's one which MBUSA will be keen to leverage and bank on for years to come. Details in the press release after the jump.
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Mercedes-Benz Inks Naming Rights Deal for Louisiana Superdome

October 04, 2011 - MONTVALE, NJ

Mercedes-Benz USA and its three pointed star are setting roots down at the Louisiana Superdome, home of the New Orleans Saints, through 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 is playing host to several upcoming premier events including 2012 Men's Final Four and BCS Championship Game in addition to the 2013 Super Bowl.

"The joining of the Mercedes-Benz brand with the world-class Saints organization and the Superdome, an iconic destination which has undergone an incredible transformation over the past six years, is a significant moment for us, the City of New Orleans and the State of Louisiana," said Ernst Lieb, President and CEO of Mercedes-Benz USA. "Our commitment over the next decade is to the Saints fans, team, and this famous community as it flourishes beyond anyone's expectations."

This is the first naming rights deal in the U.S. for the luxury car maker and also for the legendary New Orleans sports and exhibition stadium, which recently completed a six-year $336 million renovation project that is positioning the stadium as a premier destination for major events for years to come.

"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. "The Mercedes-Benz brand represents the very best in its industry and we believe that is a perfect fit for this stadium, which as a result of the unprecedented and innovative renovation project recently completed is one of the world's greatest sporting venues. We felt strongly it was essential that if we were to offer the name of our building to a company, it would be one that all of our fans and the State of Louisiana would be proud of. The investment being made by a premier international brand who believes in "the best or nothing", is a tremendous compliment to all of those who worked so hard to make the stadium what it is today."

The undisclosed cost of the 10-year agreement has many benefits and opportunities for Mercedes-Benz including 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.

"This is a great, great partnership," said Governor Bobby Jindal. "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."

According to the Ultimate Standing poll by ESPN Magazine in 2010, the New Orleans Saints ranked number one among all major league sports team franchises, which is based on the team that gives back to the fans in exchange for all the time, money and emotion the fans invest in them. The Superdome is home to a record 6 Superbowls, including Super Bowl XII (1978), XV (1981), XX (1986), XXIV (1990), XXXI (1997), XXXVI (2002), plus another, XLVII, coming in 2013.

About Mercedes-Benz USA
Mercedes-Benz USA (MBUSA), headquartered in Montvale, New Jersey, is responsible for the distribution, marketing and customer service for all Mercedes-Benz and Maybach products in the United States. MBUSA offers drivers the most diverse line-up in the luxury segment with 14 model lines ranging from the sporty C-Class to the flagship S-Class sedans and the SLS AMG supercar.

MBUSA is also responsible for the distribution, marketing and customer service of Mercedes-Benz Sprinter Vans and smart in the US. More information on MBUSA and its products can be found at www.mbusa.com, www.mbsprinterusa.com and www.smartusa.com


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    • 1 Second Ago
  • 20 Comments
      kelvin273c
      • 3 Years Ago
      Considering who owns the Superdome, good for them. This could really help.
      Master Austin
      • 3 Years Ago
      I abhor having names on such specific venues, after a few years, it falls onto another name, then another name, and 5 years from now when you speak of it, your not even sure what the name is. So I've called it what it's always been since it's inception...Same thing with naming schools after administrators from school boards, yeah I want my children to have their high school diploma from "Francisco Martin Duarte Rodriguez High"...Pretty tacky...
        Frank
        • 3 Years Ago
        @Master Austin
        Reminds me of a joke I heard on a Philly radio station. The venue where the Sixers and Flyers play (basketball & hockey) was originally called the Core States Bank Center. Since then it has changed 4 times as successive banks have bought out the previous one. It became the First Union Center, then the Wachovia Center and now is the Wells Fargo Center. While it was the First Union Center residents started calling it the "FU" Center so I think they changed the name to the First Union National Center (FUN Center). At the time they were building the new stadium for the Eagles football team which was as yet unnamed (it's now Lincoln Financial Field) and a radio DJ joked that First Union was going to buy the naming rights and they were going to call it the "FU2".
          BLS
          • 3 Years Ago
          @Frank
          There is a list a mile long of companies that went out of business after naming a stadium: Qualcomm, etc. Expect massive layoffs from MB.
      IBx27
      • 3 Years Ago
      Because the first thing that comes to mind when I think of Louisiana is MB. I'd have much rather had a brand like Cadillac or Ford get it, a brand that knows how to have fun.
        Elmo
        • 3 Years Ago
        @IBx27
        And whenever you think of Houston, you think of Toyota?
          IBx27
          • 3 Years Ago
          @Elmo
          Of course not, GMC is the first thing that comes to mind.
      brian
      • 3 Years Ago
      Is this the same Superdome where the people sat out Katrina for days without water, food or sanitation? Yeah, I'd want my company's name on that...
        LUSTSTANG S-197
        • 3 Years Ago
        @brian
        That was over 6 years ago, so I am sure what ever wasn't perfectly sanitized has since dissipated. If you are a "germaphobe", maybe a 70k seat football stadium isn't your scene.
        Jess Bailey
        • 3 Years Ago
        @brian
        It hasn't been completely renovated or anything like that.
        Jonathan
        • 3 Years Ago
        @brian
        ... I totally get wht ur saying... and I kinda agree...
      dukeisduke
      • 3 Years Ago
      Also, BMW has a deal where they become "Official Luxury Car of the Houston Texans", a contract that runs through 2015. Saw both of these stories in yesterday's Autoextremist (in the On The Table page).
        dukeisduke
        • 3 Years Ago
        @dukeisduke
        The BMW deal runs through July, 2015, that is. /still need an edit button
          Swede
          • 3 Years Ago
          @dukeisduke
          Edit buttons are too hard for AOL to figure out.
      • 3 Years Ago
      [blocked]
      Jess Bailey
      • 3 Years Ago
      Old news.
      • 3 Years Ago
      [blocked]
      andrispone
      • 3 Years Ago
      Any bets on what people will actually call it? The Benz? The Merc? BlottoBahn?
      LUSTSTANG S-197
      • 3 Years Ago
      Sorry, MB. It's still the Louisiana Superdome to me. The money these corporations spend just to put their name on a building blows my mind, especially an older, well known one like the Superdome, or Comisky Park. But, then I guess that's why I am not in the marketing industry.
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