Louisiana Lawmakers Agree to Caesars Naming Rights Deal With Superdome
The Louisiana Superdome will be the nation’s first NFL stadium explicitly bearing the name of a casino – Caesars Entertainment – as soon as next month. It comes after a committee of the state legislature approved a 20-year naming rights deal worth $138 million between the Las Vegas-based casino giant and the New Orleans Saints.
The legislative approval was a procedural step enabling the Saints and Caesars to finalize it, according to a spokesman of the New Orleans-based NFL team.
Under the deal, the New Orleans’ iconic Superdome – the home venue for the NFL team of Louisiana City – will be named Caesars Superdome until 2041.
Though terms of the deal are still being finalized, the worth and duration of the deal will be officially announced later. The legislative action by the Joint Legislative Committee on the Budget – the House and Senate panel that approved the naming rights transfer without objection – was the final step toward sealing the deal.
The new name will be on the stadium before the Saints’ first preseason game Aug. 23, according to the reports.
Caesars Takes Over Mercedes-Benz
This first naming rights deal for an NFL stadium will include a direct link to a casino. The Louisiana Superdome – mostly known as Superdome – bore the Mercedes-Benz name and icon, which had been in place for the last decade. However, the deal with the German carmaker expires July 31.
While the 10-year-sponsorship will conclude next week, Mercedes-Benz lettering has been removed already from the outside of the stadium, and workers began installing signage with the Caesars’s brandmarks inside the arena that seats more than 73,000 fans.
By August, the Caesars logo will be installed on the exterior of the dome’s roof.
The Saints said a formal announcement of the new sponsorship agreement will come as soon as the final deal is struck with the Las Vegas-based company.
However, the partners provided to the lawmakers the photos showing how the dome exteriors and interiors will look with the Caesars branding, signage, and logo.
Why Keeping Secrets?
Though we know the naming rights deal is valued at $138 million and that it will run through the 2041 NFL season, and also that the New Orleans Saints will retain 100% of the proceeds from the transaction, we know nothing about the specifics of the financial arrangements of the sponsorship.
Specifics of the financial aspects of the deal were not revealed as the partnership included a confidentiality agreement on both sides. The Saints noted in a handout provided to the lawmakers that revealing such terms could put the team at a disadvantage with the other 31 NFL teams.
However, the team added that the revenue from the naming rights deal would be used for the renovations for the 46-year-old facility.
In a statement after the committee meeting, Saints Senior VP of Communications Greg Bensel said the legislative approval was a procedural step that allows the team and Caesars to finalize it. The football team will make a formal statement later.
Superdome, An Iconic Facility
In addition to the Saints games, the Superdome is also home to the Sugar Bowl, the annual college football championship game. The stadium has hosted seven Super Bowls and will host it again in 2025.
The Superdome will also host the NCAA Final Four for the sixth time next year. The handout given to the state lawmakers also noted that affiliating with a casino company will not hinder efforts to draw future college or other amateur sporting events.
Lawmakers have some say over the Superdome’s naming rights deal because it is a public property owned by the state. According to the state law, the Legislature’s Joint Legislative Committee on the Budget is authorized to approve any name and logo change.
News of a possible deal between Caesars and the Saints was first reported in March by The Athletic.