When the Saints go marching in, it will be into the Mercedes-Benz Superdome.
Naming rights for stadiums have generated substantial revenue over the years for sports teams all over the world. American automakers have put their names on several stadiums already in the U.S. Some notable places like Ford Field in Michigan, the Honda Center in California, and the Toyota Center and Toyota Park in Houston, TX and Bridgeview, Illinois, respectively, have seen automakers brand the stadiums theirs.
Mercedes-Benz is jumping into the stadium-naming game with their recent sponsorship of the New Orleans Superdome, home of the recent Super Bowl champions, the Saints. The deal will see the German company acquire naming rights to the stadium for 10 years. It will officially be called the Mercedes-Benz Superdome. "The investment being made by a premier international brand who believes in 'the best or nothing,' is a tremendous compliment to all of those who worked so hard to make the stadium what it is today," said Tom Benson, owner of the NFL's New Orleans Saints.
At one point, the stadium played host to refugees during the fallout from Hurricane Katrina. The Louisiana Superdome, as it was known then, provided a safe haven for those whose houses were wiped away during the storm and subsequent flooding that damaged most of New Orleans. The stadium has since been renovated and will host the Super Bowl in 2013. The rebranding of the stadium will take place on October 23rd when the Saints play the Indianapolis Colts on Football Night in America.