Menu
Facilities

Falcons, Mercedes-Benz Officially Announce 27-Year Naming-Rights Deal For New Stadium

The Falcons yesterday officially announced a 27-year naming rights deal with Mercedes-Benz that will make the brand "prominent on the interior and exterior" of the team's new stadium, including "putting the company’s familiar logo on the top of the retractable roof," according to Tim Tucker of the ATLANTA JOURNAL-CONSTITUTION. Mercedes-Benz USA President & CEO Steve Cannon said that it is the "largest single marketing deal in Mercedes-Benz history globally." The Falcons previously said that they were "seeking a deal that would be in the upper range of NFL naming-rights agreements." Falcons Owner Arthur Blank: "The economics were competitive to what we would have anticipated and to probably what (Mercedes-Benz) would have anticipated as well. Deals come together very quickly that way" (ATLANTA JOURNAL-CONSTITUTION, 8/25). Sources said that the agreement is worth $12M annually (Don Muret, Staff Writer). Blank described the "first time he met Cannon last fall" when the Metro Atlanta Chamber "asked him to meet with executives of a Fortune 50 company that was considering moving its U.S. headquarters to Atlanta." In Atlanta, Hudson & Saporta note Blank and Cannon "met again in February, and the idea of naming rights was discussed." Mercedes-Benz "also talked to" the Braves and the Hawks. But Cannon said that he "quickly zeroed in on the new Falcons stadium." Cannon: "It is such an iconic building -- one that is unique among stadiums. ... A downtown location is very important to us. We wanted to be part of the fabric of the community. And you get a stadium that has football, soccer and other major events.” He added that the naming-rights negotiations "occurred in record time -- they began in earnest about two months ago." Blank said the Falcons spoke to “'something north of 10' companies," and the process "was competitive" (BIZJOURNALS.com, 8/24).

FLOCKING TOGETHER: Blank said of the German automaker, "Their reputation fit the iconic image of the building: they are committed to excellence in customer service and experience; their values mesh with those of the Falcons, Atlanta United, and the rest of our business; and they are a company that embraces the communities in which they do business" (ESPN.com, 8/24). Cannon said that the media landscape "has become so fragmented ... it’s difficult to break out a corporate message." He added the goal is "to have an anchor component of your marketing plan that doesn’t compete with anyone else." Cannon said that he "challenged his staff to find opportunities to put his company’s name in front of the world." He said, “I sent them out fishing, and they came back with a whale. ... They made me a little uncomfortable, but I’ve challenged them to make me a little uncomfortable" (AJC.com, 8/24). Meanwhile, Cannon said of having naming-rights deals with both the Saints and Falcons, “When we made (the Saints) deal, we had no idea we were going to move to Atlanta, had no idea all of this was in our future. We will deal with that when the time comes. Obviously, having two stadiums in the same division -- you wouldn’t plan it that way. But sometimes opportunities come in a way that is just too good to turn down" (AJC.com, 8/24). Cannon: "During the overlap period, we're going to do justice to both. It's kind of like I've got multiple kids and I try to give them time and attention and love them all" (ESPN.com, 8/24).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2015/08/25/Facilities/Falcons.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2015/08/25/Facilities/Falcons.aspx

CLOSE