MLS expansion franchise Atlanta United FC will be playing in Mercedes-Benz Stadium beginning in 2017, as team owners announced the naming-rights and branding deal today.
Things are coming together for the 2017 MLS expansion team; earlier this month the team name and colors were announced, and today the stadium’s name and branding were unveiled by owner Arthur Blank. The new $1.4-billion stadium will also house the NFL Atlanta Falcons. The branding deal is certainly extensive: besides the iconic Mercedes-Benz logo being deployed throughout the stadium, it will also be part of the stadium’s unique roof.
“Mercedes-Benz fits all of the criteria we set out in finding a naming rights partner,” said Blank. “Their name and reputation fit the iconic image of the building; they are committed to excellence in customer service and experience; their values mesh with those of the Falcons, Atlanta United and the rest of our businesses; and they are a company that embraces the communities in which they do business.”
It’s both a national and local buy for Mercedes-Benz: in July the auto maker moved its U.S. corporate headquarters from northern New Jersey to metro Atlanta.
“We chose Atlanta as the foundation for the future of our company – a place where our brand, our employees, their families and our culture can thrive and grow,” said Stephen Cannon, president and CEO of MBUSA. “This stadium is an opportunity to connect our brand to the promise and opportunity that this remarkable facility represents for Atlanta’s future.”
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. The stadium will also seek LEED (Leadership in Energy & Environmental Design) certification at the highest level from the U.S. Green Building Council.