It’s bye-bye Mercedes-Benz and all hail Caesars in New Orleans as the Saints unveil a new 20-year naming rights deal for the Superdome.
The iconic venue, now known as the Caesars Superdome, rebrands from Mercedes-Benz Superdome, which held the naming rights to the stadium since 2011.
The Caesars Superdome has housed the Saints since 1975. The naming rights agreement include the opportunity for Caesars Entertainment branding on the exterior of the facility, as well as stadium signage and other unique displays inside the stadium.
Caesars Entertainment and the New Orleans Saints have started work already to enhance the look of the stadium in support of both the Caesars Entertainment brand and the anticipated success of the 2021 Saints season and other events scheduled to take place at the facility.
The Caesars Superdome, in a partnership between the Saints, the State of Louisiana and the Superdome Commission, is currently undergoing a US$450m renovation that is positioning the stadium to remain one of the world’s premier spectator sports and entertainment venues. Prior to the most recent renovation, the facility had seen over US$350m in improvements in the last 12 years.
This most recent project will enhance the quality of experience for the spectator at all levels, with the addition of field level suites, improved concessions and vertical spaces which improve the environment and amenities and ingress and egress, as well as operational upgrades crucial to event operation. This renovation, which is expected to be completed by Super Bowl LIX, will help the Caesars Superdome retain its place in the pantheon of sporting facilities, having hosted seven Super Bowls (the most of any facility), the most recent, Super Bowl XLVII, which propelled $480 million in spending in New Orleans and approximately $262.8 million in direct spending by visitors.
The last Super Bowl played in New Orleans also helped inspire an estimated $1.2 billion in public and private improvements to the city. The facility has also hosted five NCAA men’s basketball Final Fours, three BCS College Football Championship games, the 2019 College Football Playoff National Championship game and three NCAA College Football Playoff semifinal contests.
Caesars Superdome will host all Saints home football games, and Super Bowl LIX to be played in February 2025. The building will also host the 2022 NCAA Men’s Final Four, the annual Sugar Bowl and College Football Playoff contests, a variety of concerts and hundreds of other annual events including Essence Festival, the Bayou Classic football game between Grambling State and Southern University, the New Orleans Bowl and the Louisiana State High School Athletic Association Football Championships.
“All of us at Caesars are proud to be part of New Orleans’ vibrant culture. We understand that the Superdome is more than an iconic venue, it’s the symbol of a resilient and innovative community,” said Tom Reeg, CEO of Caesars Entertainment. “We’ve had a strong relationship with the New Orleans Saints for nearly two decades and we are thrilled with the opportunity to strengthen it and celebrate our commitment to the city, the state, and the entire Gulf Coast region.”
“In addition to being one of the world’s premier entertainment operators, the investment Caesars Entertainment is making into its downtown property that is being transformed into Caesars New Orleans will create an impact that will be felt throughout our entire state and region for many years,” said Saints president Dennis Lauscha. “Caesars is a great partner for the Saints and the region, as they are investing US$325m into their downtown facility, while at the same time, significant work and investment is being made into making our playing facility state-of-the-art not only for Saints football, but multiple major events that benefit the entire community. In 2009, when the Saints and State reached their new agreement, the team took on the responsibility of selling the naming rights to the Superdome; a model that has resulted in no lease generated general fund requests from the State. The team has brought two iconic global brands in Mercedes-Benz and now Caesars Entertainment to this state-owned building.”