The automotive industry is no stranger to the definition of sports naming rights. NFL is also not immune to this practice. The new Mercedes-Benz Stadium in Atlanta is just the lastest. But the German brand has much larger plans for the Falcons' new home. The stadium just opened a few weeks ago, and it's an immersive environment that aims to pitch the luxury brand to the masses as much as the wealthy. Thus, the Mercedes brand will prove to be much more accessible. The products within the German portfolio are very ambitious, but it also has very competitive products with mainstream products such as CLA and GLA.
Customer experience
The customer experience is the most important thing for Mercedes-Benz USA. It was especially important that in the stadium fans were not treated like beasts, but as guests of a house. Mercedes is installing fast mobile phone charging stations, a series of AMG GT racing simulators, and VR stations that will allow fans to virtually test a new Mercedes Benz on an electronic path.
Maybach
Mercedes-Benz USA will exhibit around the stadium, including a Maybach near the VIP entrance. There will also be reserved parking for Mercedes owners. The German brand will distribute some of the best seats at home to randomly selected fans.
27 years
Mercedes signed a 27-year naming-rights contract with Atlanta Falcons in 2015.
The German brand has recently moved its head office in the United States to Atlanta and is clearly investing heavily in the city of Falcons.
Not only Atlanta
Mercedes not only holds the rights for the Atlanta Falcons stadium but also for the Superdome in New Orleans. Other NFL stadiums nominated for car manufacturers include Nissan Stadium (Tennessee Titans) and Ford Field (Detroit Lions House).
It is not sure that the Lambeau Field camp in Green Bay or the Lincoln financial field in Philadelphia count, however.
The stadium
71,000 spectators for football, expandable to 75,000 for the Super Bowl, 42,500 for soccer, the Mercedes-Benz Stadium is already one of the 4-5 most beautiful stadiums in the world. The new stadium is next to the previous one, Georgia Dome.
It was one of the wonders of the American sports world, and hosted two Super Bowls, three NCAA finals, the Southeastern Conference finals, and held the record attendance for an NBA game for a few years. 62,046 spectators who saw Atlanta Hawks host Michael Jordan's Chicago Bulls.
