Mercedes wants to increase its awareness in the US so it can better fight against BMW, the current leader of the premium market. The Stuttgart-based manufacturer announced its intentions to partner with the building process a new football arena in the US, dedicated to Atlanta Falcons team.
Named Mercedes-Benz Stadium, the arena will begin a partnership that will continue through 2042, including official naming rights and other partnership benefits. The Mercedes-Benz brand will be prominent inside and outside the building, including on the roof, in plaza areas, on directional, on-field and tunnel signage, in club areas; in VIP parking and entrance areas, on the first-of-its-kind video halo board, and in additional areas.
Upon its completion in 2017, the world-class sports and entertainment facility will be home to the National Football League’s Atlanta Falcons and Major League Soccer’s Atlanta United. The multi-purpose stadium will also host other major sports and entertainment events, including the NCAA Men’s Final Four in 2020.
The announcement comes following the July relocation of Mercedes Benz USA corporate headquarters from their former setting in northern New Jersey to metro Atlanta.
Central to the building design is utilization of natural light, with an exterior skin made of ETFE panels and a retractable roof inspired by the oculus in the ancient Roman Pantheon.