The New Orleans Saints and Caesars Entertainment have confirmed “a union between two iconic companies and brands,” which will see the Superdome home of the NHL franchise be renamed.
A 20-year exclusive naming rights partnership, worth approximately $138m, rebrands the downtown stadium, which will house Super Bowl LIX, as the Caesars Superdome.
The agreement, which sees the casino operator replace Mercedes-Benz, includes the opportunity for Caesars branding on the exterior of the facility, as well as stadium signage and other displays inside the stadium.
“This partnership sends a strong message about the positive future for the New Orleans Saints, Caesars Entertainment, and the entire state of Louisiana,” commented Gayle Benson, Saints owner.
“That message states that companies with the global reach of Caesars Entertainment is 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.”
Caesars says that the Superdome will stand as testament to its commitment to the New Orleans Saints and to city as a whole, as it embarks on a $325m renovation to transform Harrah’s New Orleans into Caesars New Orleans.
This intends to create a flagship resort steps from the French Quarter, including an all-new 340 room hotel tower and culinary and hospitality offerings within the casino, putting hundreds of people to work on the project, and creating more than 500 sustainable, long-term jobs.
“All of us at Caesars are proud to be part of New Orleans’ vibrant culture. We understand that the Superdome is more than an iconic venue, it’s the symbol of a resilient and innovative community,” said Tom Reeg, CEO of Caesars Entertainment.
“We’ve 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.”
The Caesars Superdome, in a partnership between the Saints, the State of Louisiana and the Superdome Commission, is currently undergoing a $450m dollar renovation. Prior to this most recent project, the facility had seen over $350m in improvements in the last 12 years.
“Having faced a very trying 2020 with the COVID-19 pandemic, this is wonderful news to see that two iconic brands like the Saints and Caesars are partnering on a long-term business deal that will not only benefit New Orleans, but the entire state,” said Louisiana Governor John Bel Edwards.
“I congratulate Mrs Benson and her team on securing this partnership. The Superdome is an iconic building, globally recognised 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.”
Caesars Superdome will host all Saints home football games, and the aforementioned NFL showpiece to be played in February 2025. The building will also host the 2022 NCAA Men’s 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.