Forbes Magazine reports Mercedes Benz will not renew its naming rights deal with the Superdome when it ends in 2021. UNO Senior Associate Dean and Marketing Professor, Paul Hensel, says during these tough economic times it will not be easy to find a new naming rights sponsor, but a company will emerge that believes it’s a good investment.
“It’s gets the Super Bowl as much or more as anyone, it has all of these other big things that go on in there, national sports championships of all kinds and other kinds of events too,” said Hensel.
The Mercedes Benz Superdome is scheduled to host its next Super Bowl in 2024. But it will have a different name by then. Hensel says it’s tough to say what corporation would like to put its name on the side of the iconic sports arena.
“You would think that companies that have a great deal to do with sports equipment would be interested,” said Hensel.
Hensel says many stadiums have naming rights deals with insurance and major financial companies. He says Superdome officials wish the economic climate was different as they searched for a new naming rights sponsor.
“I’m not sure it’s a great time, in fact I know it is, but I don’t think they have much choice either, if they want to get it other than waiting and having no name,” said Hensel.
Mercedes-Benz became the Superdome’s first naming rights sponsor in 2011 and the 10-year deal is worth a reported 50-to-60 million dollars.
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