Das Germans at Mercedes-Benz are getting into the sponsorship game as the luxury carmaker reached an agreement to buy the naming rights to the Louisiana Superdome for a period of 10 years.
The New Orleans Times-Picayune reported that the stadium will be renamed to the “Mercedes-Benz Superdome”, marking the first time in its 36-year-long history that it will be known as anything other than “Superdome” – at least on paper as fans can continue to call it whatever they want. The new name will take effect on October 23, 2011.
The Louisiana Superdome broke ground in 1971, and recently underwent a $336 million renovation following the damages caused by hurricane Katrina that ravaged New Orleans six years ago.
We’ve yet to learn about the financial details of the deal, but Louisiana representatives said it will benefit the state as well as Mercedes-Benz’s sponsorship will either significantly reduce or completely eliminate the state’s subsidy of the Superdome’s primary tenant, the Saints.
“This is a great, great partnership,” Gov. Bobby Jindal was quoted as saying by the Times-Picayune. “From the state’s perspective, this is a very good deal for the state and for taxpayers. This will either significantly reduce or potentially eliminate the state’s annual payment to the Saints.”