Caesars nets 20-year stadium naming rights deal with New Orleans Saints
Home stadium of NFL franchise will be rebranded to Caesars Superdome as operator invests in Pelican State
Caesars Entertainment has agreed a 20-year exclusive naming rights deal with the New Orleans Saints that will see the NFL franchise’s home stadium rebranded to the Caesars Superdome.
The agreement includes the opportunity for Caesars branding on the exterior of the Superdome, as well as stadium signage and other unique displays inside the stadium.
The Superdome, which is currently undergoing a $450m renovation, will host all of Saints’ home NFL games, as well as Super Bowl LIX, to be played in February 2025.
Aerial rendering of the Caesars Superdome in New Orleans, LA. Credit: New Orleans Saints & Infinite Scale.
It will also host several other high profile sporting events, including the 2022 NCAA Men’s Final Four, the annual Sugar Bowl and College Football Playoff contests, the Bayou Classic football game, the New Orleans Bowl, and the Louisiana State High School Athletic Association Football Championships.
At the same time, Caesars is renovating the Harrah’s New Orleans casino into Caesars New Orleans at a cost of $325m.
Speaking about the partnership, New Orleans Saints owner Gayle Benson said it sent a “strong message” about the future of the Saints, Caesars, and the wider state of Louisiana.
“Caesars is in the midst of creating a first-class multi-million-dollar entertainment facility in downtown New Orleans and this significant investment also demonstrates the strength of their commitment to our state and region,” Benson said.
“We are proud to partner with a company that is dedicated to the economic growth of our city, state, and region,” she added.
All proceeds from the Caesars partnership will go directly back into the state-owned building to help with ongoing renovations, including enhanced and expanded concourses and on-field high-end hospitality luxury suites.
The New Orleans Saints were granted the ability to sell naming rights to the Superdome in 2009 as part of an agreement with the State of Louisiana, with the stadium generating an estimated $600m in revenue annually.
Naming rights to the stadium had previously been held by German car manufacturer Mercedes-Benz.
Over the last five years, Caesars has contributed more than $30m into community non-profit organizations and services throughout Louisiana, predominantly through the Caesars Foundation.
“All of us at Caesars are proud to be part of New Orleans’ vibrant culture,” Caesars CEO Tom Reeg said.
“We understand that the Superdome is more than an iconic venue, it’s the symbol of a resilient and innovative community.
“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,” Reeg added.
Caesars Entertainment’s Harrah’s New Orleans. Credit Caesars Entertainment.