German carmaker Mercedes-Benz will not extend its naming rights deal with the New Orleans Superdome after July 2021.
Mercedes-Benz acquired the naming rights to the 45-year-old stadium, home to the NFL’s New Orleans Saints, in a 10-year deal thought to be worth between $5m (€4.6m) to $6m per year, from July 2011 to July 2021.
During the period, the luxury car brand also bought the naming rights to the new-build Mercedes-Benz Stadium in Atlanta, under a 27-year deal, from 2015 through 2042, worth a reported $12m per year.
The Atlanta stadium, which hosts the NFL’s Atlanta Falcons and MLS’s Atlanta United, opened in August 2017 and staged the Super Bowl in February 2019. Mercedes-Benz has its US corporate headquarters in the city.
As reported by the business news network Forbes, the decision not to renew the Superdome deal was confirmed by New Orleans Saints spokesman Greg Bensel.
“The agreement is not being renewed, based on Mercedes-Benz having other opportunities,” Bensel said. “Mercedes-Benz has been an excellent partner for our team, the building and our region. We could not have asked for a more well-respected global company to have as our inaugural naming rights partner.”
The stadium, originally called the Louisiana Superdome, first opened in 1975. As well as hosting the Saints home games, it has hosted seven Super Bowls, most recently in 2013. It is scheduled to host its eighth Super Bowl in 2024.
It is understood that that The Louisiana Stadium and Exposition District, the public entity that owns the venue, is now seeking a new naming rights partner.
Last year, state officials approved the first phase of renovations to the Superdome, scheduled for completion in time for the 2023-2024 NFL season.