“In 2009, the State, in its new lease agreement with the Saints, gave the team the right to sell naming rights to the Superdome, thereby eliminating State subsidies to the team,” said Senator Page Cortez, president of the Louisiana Senate. “Today, we are thrilled with the announcement of a 20-year deal between the team and Caesars. In 2011, the State approved Mercedes-Benz as the naming rights partner for the Superdome, that 10-year partnership presented to the State by the Saints. What is important to note here is that the team is working to create its own revenue sources for New Orleans and the Superdome. That is very important in our deal with the team. It is a good business deal for the state.”
The New Orleans Saints and Gayle Benson have pledged all proceeds from this partnership will go directly back into the building to help with ongoing and continued renovations, which include enhanced and expanded concourses, vertical transportation systems and on-field high-end hospitality luxury suites.
This naming rights partnership for the Caesars Superdome is a perfect fit with the corporation’s burgeoning local investment. Caesars Entertainment, the parent company of Harrah’s New Orleans, is currently in the midst of a $325 million renovation and construction project to transform the property, the only land-based casino in Louisiana into Caesars New Orleans. The project will create a flagship resort steps from the French Quarter, including an all-new 340 room hotel tower and new culinary and hospitality offerings within the casino, putting hundreds of people to work on the project, and creating more than 500 sustainable, long-term jobs. Caesars Entertainment is the largest gaming company in the United States, holding more than 50 first-class gaming facilities worldwide.
Lauscha added, “We want to acknowledge the Oak View Group, for their tireless work in helping us build a naming rights strategy. Their partnership was a win-win for us.”
“This partnership is a long-term business investment, in the city of New Orleans, but the entire state can benefit from having Caesars and the Saints partner in this naming rights deal,” said Representative Clay Schexnayder, speaker of the House of Representatives. “It is wonderful to see this deal take place after we have all had to deal with a terrible pandemic and hopefully this is a signal that commerce is coming back.”
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.
Mercedes-Benz USA held the naming rights to the stadium since 2011, with the brand experiencing significantly increasing sales and visibility. That visibility now shifts to Caesars Entertainment. 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 Superdome is home to a record seven Super Bowls, including Super Bowl XII (1978), XV (1981), XX (1986), XXIV (1990), XXXI (1997), XXXVI (2002), XLVII (2013), plus another, coming in 2025 (LIX). A formal press announcement will be scheduled by the New Orleans Saints and Caesars Entertainment at a future date.
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