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Brands have long understood the value of slapping their names on sports arenas (Wrigley’s gum paid to name Chicago’s Wrigley Field as far back as 1926). But the latest entrant to the stadium name gang is likely to raise a few eyebrows.
Mercedes-Benz USA has just announced that it will brand the New Orleans Superdome as part of a 10-year sponsorship agreement with the National Football League’s Saints. Yes, that Superdome—better known as the squalid dumping ground for people left homeless by Hurricane Katrina five years ago.
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