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Mercedes-Benz Seeks to Go Mainstream with Atlanta Falcons Stadium Deal

It's been two years since Mercedes-Benz acquired the naming rights for the new stadium of the Atlanta Falcons, the NFC champions. The value of the deal has not been disclosed, but CBS News said earlier this year that it's worth $12 million a year for a total of $324 million.
Mercedes-Benz Stadium 1 photo
Photo: Mercedes-Benz
That's a lot of money by any standards, but Mercedes-Benz isn't making hasty investments. With the U.S. market bouncing back after the bleak years during the financial crisis, this move could prove invaluable in the long term.

The German manufacturer used to be seen as a premium brand that was untouchable for most people. After launching the new A-Class in Europe and the entire range of compact models that goes with it (GLA-Class, CLA-Class, B-Class), Mercedes is lowering the entry price for anyone interested in joining the ranks of the three-pointed star car owners.

Only a two of these models are available in the U.S. - the CLA-Class and the GLA-Class - but even so, they achieved their goal. Starting at $32,700, the CLA sedan is the most affordable option at a price previously unheard of at Mercedes-Benz.

Now that the product is there, the next step is changing people's perception. Mercedes has to get off its high horse now and then, and start mingling with the pedestrians as well for a change. Linking its name with the new Atlanta Falcons stadium could be the perfect solution.

"First and foremost, it's going to make us a lot more approachable and prove out that we are not elitist," Drew Slaven, vice president of marketing at Mercedes-Benz USA, told Automotive News. "There are products within our portfolio that are very aspirational, but we also have products today, and more coming, that are very, very competitive with mainstream products."

The stadium, however, is anything but mainstream. Its design is matched only by the Allianz Arena in Munich and the Beijing Olympic Stadium, even though both are completely different takes on a sporting arena. Mercedes went for a much more angular design, which makes it all the more unique considering all stadiums are essentially elliptical.

But it's not just the looks that make it special. "The single most important thing we can add at Mercedes-Benz USA is the customer experience," Slaven said. "It was so important that in the stadium the fans not be treated like cattle being moved around, but like guests in a house."

The hospitality elements include large complimentary cell phone charging stations for the visitors to use, Mercedes-AMG GT race car simulators spread throughout the stadium, special seats that will be given to random fans for each event, as well as Mercedes-Benz cars on display.

In February 2019, the Mercedes-Benz Stadium will hold the Super Bowl, marking the launch of the venue in the most spectacular way possible. With a maximum capacity of 75,000 and a retractable roof (with the Mercedes-Benz logo on it), the stadium will be used for a variety of events, including soccer matches and music concerts.

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About the author: Vlad Mitrache
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"Boy meets car, boy loves car, boy gets journalism degree and starts job writing and editing at a car magazine" - 5/5. (Vlad Mitrache if he was a movie)
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