Mercedes Taking Atlanta Stadium Sponsorship To The Next Level

The automotive industry is no stranger to naming rights on sports complexes – even within the NFL, where Atlanta’s new Mercedes-Benz Stadium is just the latest. But the German automaker has much bigger plans for its presence at the Falcons’ new home.

With the stadium having opened just a few weeks ago, Automotive News paints a picture of an immersive environment that aims to pitch the luxury brand to the masses as much as the wealthy.

“First and foremost, it’s going to make us a lot more approachable and prove out that we are not elitist,” MBUSA marketing chief Drew Slaven told AN. “There are products within our portfolio that are very aspirational, but we also have products today, and more coming, that are very, very competitive with mainstream products.” Models like the CLA and GLA, which start at only around $33k.

“The single most important thing we can add at Mercedes-Benz USA is the customer experience,” said Slaven. “It was so important that in the stadium the fans not be treated like cattle being moved around, but like guests in a house.”

To get that point across, Mercedes is installing rapid cellphone charging stations, a slew of AMG GT racing simulators, and VR stations that will let patrons virtually test-drive a new Benz on an electronic route from the stadium to a track. The centerpiece may very well be the 360-degree, six-story-tall circular video display around the stadium.

There’ll be cars placed on display around the facility, including a Maybach near the VIP entrance, with specialists on hand during major events (like Falcons home games and the 2019 Super Bowl), and even reserved parking for Mercedes owners. The company will also hand out “some of the best seats in the house” to randomly selected fans, with local dealerships (which have contributed to the campaign) also given tickets to hand out.

Mercedes signed a 27-year naming-rights deal with the Falcons in 2015, shortly after which MBUSA chief Steve Cannon moved over to head up the teams’ parent AMB Group. The automaker recently moved its US headquarters to Atlanta, and is clearly intent on making its presence in town known.

It’s not the first such deal for Mercedes, which also holds the rights to the Superdome in New Orleans – along with major venues in Shanghai and its home base in Stuttgart. Other NFL stadiums named for automakers include Ford Field (home of the Detroit Lions) and Nissan Stadium (Tennessee Titans). We’re not sure that Green Bay’s Lambeau Field or Philadelphia’s Lincoln Financial Field count, though.

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  • Auf Wiedersehen

    “even reserved parking for Mercedes owners”

    They better watch out! there’s alot of people on here that will be upset about that, because THEY can’t park there! no one else should be able to either! Why should Merc customers get a special spot!? That’s not fair! (eyeroll)

    • Tydogg123 .

      It’s nothing new in Atlanta. The old Turner Field had a “Lexus only” parking lot right near the stadium as part of their sponsorship.

  • trentbg

    After being there this Saturday, I have to say its very impressive, but no one is asking how much it will cost to the taxpayers?

  • Knotmyrealname
    • Mill0048

      Yeah, I wanted to see a video of it in action.


  • donald seymour

    Atlanta used to be architecturally balanced between plant life and the concrete jungle, but now it’s like every city is trying to complete with who can have the most skyscrapers. In that act we loose the balance of plant life. It becomes overly congested and unlivable for my taste. It’s horrid to stay there, too much is going on.

  • Bonzomatic

    Somewhat related, the soccer game tickets sold out while the Falcons game didn’t. 70,000+ for a regular season game!


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