Caesars Entertainment and the New Orleans Saints on Monday unveiled a 20-year, exclusive naming-rights partnership that rebrands New Orleans’ iconic downtown stadium as the Caesars Superdome.
The Superdome has been the home stadium of the National Football League franchise since 1975. Mercedes-Benz USA held the naming rights to the stadium since 2011.
The Superdome has hosted a record seven Super Bowls: Super Bowl XII (1978), XV (1981), XX (1986), XXIV (1990), XXXI (1997), XXXVI (2002) and XLVII (2013). It is scheduled to host Super Bowl LIX in February 2025.
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.
Caesars and the Saints on Monday said they already have started working to enhance the look of the stadium in support of both the Caesars Entertainment brand and other events scheduled to take place at the facility.
Caesars Superdome will host all Saints home football games, Super Bowl LIX, the 2022 NCAA Men’s Basketball Final Four, the annual Sugar Bowl and College Football Playoff contests, a variety of concerts and hundreds of other annual events including Essence Festival, the Bayou Classic football game between Grambling State and Southern University, the New Orleans Bowl and the Louisiana State High School Athletic Association Football Championships.
Caesars Entertainment said in the last five years the company has given more than $30m to community non-profits and servicesin the Pelican State.
According to a statement by Tom Reeg, CEO of Caesars Entertainment, Caesars Superdome will stand as testament to Caesars’ commitment to the New Orleans Saints and to the city of New Orleans as it embarks on a $325m renovation to transform Harrah’s New Orleans into Caesars New Orleans.
“All of us at Caesars are proud to be part of New Orleans’ vibrant culture,” Reeg said. “We understand that the Superdome is more than an iconic venue, it is the symbol of a resilient and innovative community. We have had a strong relationship with the New Orleans Saints for nearly two decades and we are thrilled with the opportunity to strengthen it and celebrate our commitment to the city, the state, and the entire Gulf Coast region.”
Saints Owner Gayle Benson added, “This partnership sends a strong message about the positive future for the New Orleans Saints, Caesars Entertainment and the entire state of Louisiana. That message states that companies with the global reach of Caesars Entertainment are investing in our city, state and region. Caesars has long been one of the world’s most respected entertainment companies. Caesars is in the midst of creating a first-class, multi-million dollar entertainment facility in downtown New Orleans, this significant investment also demonstrates the strength of their commitment to our state and region. We are proud to partner with a company that is dedicated to the economic growth of our city, state and region.”
Louisiana Governor John Bel Edwards said, “Having faced a very trying 2020 with the Covid-19 pandemic, this is wonderful news to see that two iconic brands such as the Saints and Caesars are partnering on a long-term business deal that not onlywill benefit New Orleans, but the entire state. I congratulate Mrs. Benson and her team on securing this partnership. The Superdome is an iconic building, globally recognized and I am certain that Caesars will be very pleased having their name on the building that will be hosting future Super Bowls, Final Fours, and Essence Festivals, to name a few.”
Saints President Dennis Lauscha also hailed the deal.
“In addition to being one of the world’s premier entertainment operators, the investment Caesars Entertainment is making into its downtown property that is being transformed into Caesars New Orleans will create an impact that will be felt throughout our entire state and region for many years,” Lauscha said. “Caesars is a great partner for the Saints and the region.”
The Caesars Superdome, in a partnership between the Saints, the State of Louisiana and the Superdome Commission, currently is undergoing a $450m renovation, which follows some $350m in improvements in the past 12 years. The most recent project will enhance the quality of experience for the spectator at all levels, with the addition of field level suites, improved concessions and vertical spaces which improve the environment and amenities and ingress and egress, as well as operational upgrades crucial to event operation.
The renovations are expected to be completed by Super Bowl LIX.