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AMB Group utilising Super Bowl LIII to join rotation of NFL’s showpiece game

  • Securing ‘big global events’ is a primary aim of Mercedes-Benz Stadium ownership
  • Hosting a semi-final of 2026 Fifa World Cup also in sights of $1.5bn venue in Atlanta
  • Falcons owners bartered with other NFL teams to get tickets for commercial partners
AMB Group – the parent company of the Mercedes-Benz Stadium, which is hosting Super Bowl LIII on Sunday – is looking to leverage the NFL's showpiece event to become a cornerstone of a planned new Super Bowl rotation and to secure a semi-final match for the 2026 Fifa World Cup.

Instead of a bid process, from 2025 onwards the NFL is expected to rotate Super Bowl venues, having nearly completed its run of awarding one-time Super Bowls to new-stadium cities.

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