United States: Mercedes-Benz aquires the naming rights to the future 83,000 seat Atlanta stadium

The German automaker Mercedes-Benz has acquired the naming rights to a new 83,000 seat stadium in Atlanta (Georgia, USA), announced the Atlanta Falcons NFL franchise, the future residents of the stadium, on 24/08/2015. The 27 year agreement (ending in 2042) was negotiated by AMB Sports & Entertainment.

The annual amount that the German group will pay was not specified. "It’s the biggest single market deal that we have ever done in the history of Mercedes-Benz, not just here in the United States, but globally," said Steve Cannon, the president of Mercedes-Benz USA. The largest naming rights contract in the United States is currently between the telecommunications group AT&T and the NFL franchise the Dallas Cowboys for an estimated $17m to $19m (€14.9m to €16.7m) per year. The German automobile brand also owns the naming rights to the stadium for the New Orleans Saints (Mercedes-Benz Superdome, NFL) until 2021.

The inauguration of the stadium is planned for 2017. The ground will also host the future MLS franchise: Atlanta United FC. The Mercedes-Benz logo will be visible on the…