Football season is right around the corner! With most teams starting training camp on Tuesday, we’re up for a great one! The New Orleans Saints are beginning a new era without former franchise quarterback Drew Brees. The team’s stadium, the Superdome, is also starting a new era with a unique name.
The Mercedes Benz Superdome is in the rear-view mirror. The facility will now bear the name Caesars Superdome. This is the first NFL stadium to display the name of legal sports betting operator. However, it will not be the last as sports betting sweeps the nation.
The deal will last for 20 years, and it’s almost sealed, according to reports from both parties. The marketing deal coincides with a sports betting launch in LA, which is tentatively scheduled for September 9.
Details of the partnership
There will be a new era in LA when the Mercedes Benz Superdome officially changes its name to the Caesars Superdome. The building is iconic because it hosted seven Super Bowls.
It’s one of the most known stadiums in the NFL, so this is a significant partnership for Caesars. The naming rights deal will cost Caesars $138 million over 20 years. The entire sum of money will go towards the franchise, which will use it to rebuild portions of the stadium.
The Saints are planning a $450 million renovation of the Superdome, and the money will be solely dedicated towards this cause. Mercedes Benz did not attempt to renegotiate the ten-year deal. Why? Because the company has naming rights to the Falcons’ stadium in Atlanta.
This stadium is turning into an event destination for college football games and concerts, in addition to the Falcons and United Games every season.
Caesars will receive the naming rights to the stadium and advertisement space all over the facility. These ads will be plentiful on the inside and outside of the stadium. The top of the stadium, which can be seen from many high rises and is always showcased during television game broadcasts, will belong to Caesars.
The gambling company plans to build the brand’s Roman emperor logo on the top of the building. This would be great advertising during Saints’ home games. The logo is notorious with Caesars Palace in Las Vegas.
It’s starting to become connected to the legal sportsbook as well, with the platform expanding throughout the legal American market. Caesars operates one property in the state through a Harrah’s Casino property.
The company will transition the facility to Caesars’ branding to accompany the stadium marketing.
An unprecedented partnership
Hard Rock Stadium is the home of the Miami Dolphins. Although, the franchise and company agreed to separate the gambling side of the business from the stadium. Caesars and the Saints have created a gambling-centered branding partnership.
Professional sports leagues and teams have come a long way with betting. However, this deal is unprecedented in the industry. The rebranding for the stadium will occur by the 2021 NFL season. However, the name change is not expected to prevent the facility from hosting NCAA events.