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).
