The Superdome will no longer carry the Mercedes-Benz name. Now, the New Orleans Saints will carry the Caesars name.
With the state Joint Legislative Committee on the Budget (JLCB), a House and Senate panel, approving the naming rights transfer, Caesars enters the final steps to officially put its name on the Superdome.
While terms of the contract are still being finalized, information provided to the JLCB put the deal at about $138 million through 2041.
New home of the Saints: Caesars Superdome
The Saints reportedly began looking into new naming rights in 2009. It was then that Louisiana and the NFL franchise agreed that the Saints would receive all of the proceeds from any agreements the team reached with a new sponsor.
The Saints will use the $138 million as part of the franchise’s $450 million renovations of the stadium.
Reports surfaced in March that Caesars appeared likely to purchase naming rights for the Superdome. Indeed that became the case, and the Saints will have a new name for its home field.
“This approval was a procedural step in securing the naming rights for the Superdome and now we move to finalize our partnership agreement,” said Greg Bensel, senior vice president of communications and broadcasting for the Saints. “Once that is official, we will have a formal announcement.”
When will Superdome bear Caesars name?
Obviously, the goal would be for officials to install Caesars signage before the Saints’ first home game Sept. 12. Most of the signage, according to reports, will be in place for the team’s first home preseason game Aug. 23.
“We look forward to a long, 20-year relationship,” said Sen. Bodi White, chair of the budget committee.
Officials have already started removing Mercedes-Benz insignia, marking an end to its 10-year naming rights deal that officially expired July 15. However, the carmaker will maintain a corporate partnership with the Saints.
Caesars deepens roots in New Orleans
This agreement makes the Superdome the first NFL stadium to be named for a casino. While Hard Rock owns the naming rights for the Miami Dolphins, the deal prevented any gambling references when the deal was made in 2016.
Only two other venues affiliate with casinos: Gila River Arena (home of the NHL’s Arizona Coyotes) and Mohegan Sun Arena (home of the WNBA’s Connecticut Sun).
For Caesars, the naming rights deal further embeds the brand in New Orleans. Caesars serves as the parent company of the state’s lone land-based commercial casino, Harrah’s New Orleans Hotel & Casino.
Surely Caesars won’t be done in Louisiana. After all, legal sports betting is on its way to the Pelican State. State law carves out 20 licenses for various properties to offer retail and online wagering in the state, including Harrah’s.