The $1.5 billion Mercedes-Benz Stadium is one step closer to completion.
Atlanta-based Mercedes-Benz USA Inc. (MBUSA) turned on the lights to its iconic three-pointed star logo and the script “Mercedes-Benz Stadium” at the future home of the Atlanta Falcons and Atlanta United May 25 at 6 a.m.
MBUSA announced its partnership with AMB Sports & Entertainment (AMBSE) in August 2015, within a month of moving its headquarters from New Jersey to Atlanta. The agreement, which continues through 2042, will see the Mercedes-Benz brand featured prominently both inside and outside the stadium. AMBSE is the operational arm of AMB Group LLC, which is the investment management and support services arm of The Home Depot Inc. (NYSE: HD) co-founder Arthur Blank’s-owned businesses that owns the Falcons, United, PGA TOUR Superstore, Mountain Sky Guest Ranch, AMB West LLC and Mercedes-Benz Stadium.
During a September interview with Atlanta Business Chronicle, MBUSA President and CEO Dietmar Exler said Mercedes-Benz Stadium will create awareness for Mercedes together with the Falcons — two organizations that are aligned and try to do the right thing.
“…that’s really what helps us in what we want to do and it’s where our return comes in,” he said. “…It’s not just a culture fit but it’s a marketing fit as well. We still want to always make sure we are doing it in the right perspective of the Mercedes-Benz brand. We want to do it with partners that we feel are good to work with because we share the same values. For example, the Arthur said he was going to bring street-level food prices to Mercedes-Benz Stadium and so to not take advantage of the customer — these things are very important to us because it’s the right mindset, attitude and values that we feel are close to the Mercedes-Benz brand.”
MBUSA Vice President of Marketing Drew Slaven said turning on the lights to logo and script is a milestone for the stadium as production goes into high gear in preparation for the grand opening.