Superdome Meets $12M Mark with Mercedes Deal

Mercedes-Benz Superdome, New Orleans

Date Announced: Oct. 4

Owner/Tenant: State of Louisiana/New Orleans Saints

Terms: Undisclosed amount over 10 years.

Mercedes-Benz USA announced a 10-year naming rights agreement with the Louisiana Superdome in New Orleans. This marks the first naming rights agreement for the venue — and the first United States naming rights deal for the luxury car maker. 

"The agreement allows us to preserve the historic legacy of the building by retaining the Superdome title as part of the name," said Doug Thornton, SVP, Stadiums & Arenas for SMG, which manages the Superdome. "It recognizes that we're a worldclass structure."

According to Thornton, the deal allows the state agency to meet the $12-million annual revenue benchmark agreed to in the team's 2009 lease deal.  While the value of the naming rights agreement has not been released, Thornton said the agreement was the final piece of the puzzle that included eight or nine revenue points that had to add up to $12 million. The Superdome is wrapping up an $86-million renovation of the facility that includes new suites, concessions concepts and merchandise opportunities, all designed to help the team drive more revenue from the building.

"This naming rights deal is the final piece of the pie," he said. "We're no longer at risk for any part of that $12 million."

The renovation is the second major investment in the stadium, which was nearly destroyed by Hurricane Katrina in 2005. The state invested $250 million to rebuild the stadium immediately following the historic hurricane.

Signage has already appeared inside the building, but an exterior logo will go on the outside of the facility for the Oct. 23 primetime Sunday night Saints game against the Colts. Saints publications will now include Mercedes-Benz content and advertising. Expect to see Saints players and coaches at Mercedes-Benz events in the future.

The naming rights agreement extends over many upcoming Superdome events including 2012 Men's Final Four and BCS Championship Game. The most high-profile event already scheduled to the newly-named Mercedes-Benz Superdome is the 2013 Super Bowl.

Interviewed for this article: Doug Thornton, (504) 587-3827