The brainchild of Gayle Benson, Saints’ owner Tom Benson’s wife on October 4, 2011 reached fruition.
The agreement associates the Mercedes Benz brand and international reach with a Super Bowl city, a community recovering from a hurricane horror, a team now known for its heart with a state recognized for its soul.
The opportunities for all involved are almost unfathomable.
With the Mercedes Benz vehicle of top brand recognition comes world desired relationships for business.
With the New Orleans Saints, the car-maker connects with the spirit of overcoming overwhelming obstacles and achieving the unthinkable.
With New Orleans and Louisiana, the German company enters new markets with the assistance of an historic city and state.
For me, this agreement has special significance. Shortly after Katrina shed off the top skin of the dome and became the home of the inhabitable, former Ray Nagin contacted a company to sell Mardi Gras sponsorships and naming and logo rights to the shell of the facility that had hosted the top names in sports, politics and entertainment.
At that time, many questioned whether Mardi Gras could succeed. More so, the world wondered if New Orleans can and should return. One of the Greatest Shows on Earth also known as The City That Care Forgot began to seriously question whether anyone really cared about it or not.
In a conversation with the principal hired by the Mayor to try to commercialize the city’s greatest assets told me that nobody wanted to be associated with the Superdome, a building then cast in the world’s mind as a colossal failure.
Fast forward six years the Saints transformed from the NFL city without a home to the house that the world re-built.
Now, due to gut determination, faith, great ideas and talent, the city and state, the Saints, the Superdome and the icon of Mercedes Benz will be recognized internationally as the “Best of Class” driving onward together into the future.
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