ATLANTA — In undertaking its most expensive marketing agreement ever — buying naming rights to the new home of the NFC champion Atlanta Falcons — Mercedes-Benz is trying to prove that it's not just a country-club brand.
The stadium sponsorship will put Mercedes in front of millions of football, soccer and music fans, including many younger consumers who may not realize the breadth of the brand's expanding lineup. And in February 2019, it will be the centerpiece of marketing's premier event, the Super Bowl.
"First and foremost, it's going to make us a lot more approachable and prove out that we are not elitist," said Drew Slaven, vice president of marketing at Mercedes-Benz USA. "There are products within our portfolio that are very aspirational, but we also have products today, and more coming, that are very, very competitive with mainstream products."