It is no secret that football stadiums rack in massive revenue from sponsorships. Nonetheless, the numbers achieved by the new $1.5 billion Mercedes-Benz retractable-roof stadium in Atlanta, a field that is yet to be open, leaves one in awe.

Boundaries are pushed when it comes to the new home of the Atlanta Falcons. An estimated target revenue of one billion dollars is almost surpassed -sponsorship sales have been reported at over $900 million.

Arthur Blank, the owner of the Atlanta Falcons stresses that this is just the beginning. Furthermore, Tim Zulawski, senior vice president and chief commercial officer of AMB Sports and Entertainment, explains the secret of the success; Mercedes-Benz arena is ready to sign a contract with various companies from different fields. Mercedes-Benz has the privilege of permanent signage, unlike the others.

It is projected that the stadium will host around up to 55 events yearly. One benefit the sponsors, who have to make at least 1 billion in revenue yearly to be considered, will reap is the exposure they will receive. There will never be more than four or five companies getting exposure at once.

The sporting industry is indeed a big money business and Atlanta is in the middle of the action.


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