Mercedes-Benz Stadium

Sponsor Activations

Dimensional Innovations was a critical player in creating a holistic experience across all 19 sponsors of the Mercedes-Benz Stadium. Keeping the fan at the forefront was a key component while designing this multi-functional, surge facility.

DI was brought on to manage and implement all sponsorships within the stadium, which was made possible by creating the first-ever, online, stadium-wide, experiential Partner Portal, allowing sponsors to access and stay updated on the progress of their activations. With 29 total activations and 18 sponsored bars, DI’s impact on Mercedes-Benz Stadium is expansive. Some of the impressive activations that had more extensive involvement from DI include the AT&T Perch, American Family Insurance Fan Village, and the Home Depot Backyard.

The AT&T Perch is located with an open view of the stadium to the front and a “window to the city” in the back. The Perch hosts 114 screens, keeping fans up-to-date on the teams and games they love. The concession space is surrounded by bleacher-style unity seating that offers 12 touchscreen kiosks featuring the Direct TV NOW app. Lounge-style seating is also available in front of the huge 5×6 screen grid, also featuring Direct TV channels, acting as a place for fans to congregate and watch together.

…the Hy-Vee Hot Zone is a memorable experience because of some of the elements that were implemented for the first time; such as the use of the fire in the stage and signage, the Airstream, and the heavy use of technology in the space.

Daniel Willrich, AIA, Asst. Director, Store Architecture Hy-Vee, inc

Opened in 2018, the Home Depot Backyard is the ultimate tailgating experience just outside of Mercedes-Benz Stadium’s Gate 1. Not only is The Home Depot Backyard a park that you can park in, it is a beautiful green space offering unique game and match day experiences for Atlanta Falcons and Atlanta United fans. This multi-purpose green space also provides a 3-pier look out pavilion, amphitheater, and lush gardens designed around the pathways and shade areas, offering Atlanta residents and visitors a permanent place to play and build a sense of community.

DI, in partnership with tvsdesign, delivered a holistic balance between the overall stadium aesthetic and individual brand appeal throughout environmental design process. These activations create a sense of community between fans, cultivate brand awareness and loyalty, and provides the best game-day experience possible.

Interested in learning more about DI’s work on Mercedes-Benz Stadium? Check out the Clubs and Suites.