Mercedes-Benz Stadium

Sponsorship Design + Management

The entire Mercedes-Benz Stadium experience was designed with the fan in mind. Dimensional Innovations was hired by the stadium management team to manage and implement all sponsorship activity within the stadium and leverage those sponsorships to create an incredible game-day and event experience.

Dimensional Innovations did this by creating the first-ever on-line stadium-wide experiential Partner Portal, a digital guide for sponsorship partners to access and stay updated on their own destination-based sponsorship activations within the stadium. The Mercedes-Benz Partner Portal offers stadium-wide information to help manage the aesthetic and holistic look and feel, ensuring an integrated approach across all partnerships. From early conceptual designs to the management of distinct sponsorship zones, Dimensional Innovations worked with 19 big brands to bring their brand promise to light. The Mercedes-Benz Partner Portal put deliberate guard rails on sponsorship activations and took the entire environment into consideration, from public art programs and concessions, to technology and traffic flow.

…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

The content of each space had to be dynamic and changeable to suit the event of the day. Fans coming to an Atlanta Falcons game will have a different experience than fans coming to an Atlanta United game. The content will change once again as the stadium hosts large concerts.

Technology was critical to keeping the sponsor activations flexible. Dimensional Innovations’ technology team deployed several custom solutions, including projection mapping, immersive augmented reality, hundreds of interactive touch screens, active outdoor technology, and social media hubs.

Throughout Mercedes-Benz Stadium are several must-see destinations and photo opportunities for fans. From the 114 screens at the AT&T Perch where fans have an incredible ‘window to the city’ view, to the larger-than-life Atlanta Falcons helmet at the American Family Insurance Fan Village – there are multiple Instagram-worthy spots for fans to share their experience.

Dimensional Innovations worked in collaboration with the owner, Arthur M. Blank Sports + Entertainment, owner’s rep, Darden & Company, as well as design/build partners contractor, HHRM and architects, TVSDesign and Kansas City-based HOK, to execute the sponsorship activations.

Interested in learning more about DI’s work on Mercedes-Benz Stadium?

Check out the Sponsor Activations.     Check out the Clubs + Suites.