Mercedes-Benz Stadium

Solution: Dimensional Innovations was brought in to manage and implement sponsorship activations throughout Mercedes-Benz Stadium. To streamline collaboration and execution, DI created the first online, stadium-wide experiential Partner Portal, giving sponsors visibility into activation progress and a centralized way to stay informed throughout the process. DI’s work spanned 29 total activations and 18 sponsored bars, helping shape a broad range of branded environments across the venue. Key activations included the AT&T Perch, American Family Insurance Fan Village and Home Depot Backyard.

The result was a more connected, immersive stadium experience that supported both fan engagement and sponsor value. According to the case study, the improved environment helped drive earlier arrivals and longer dwell times, which in turn eased ingress and egress pressure and contributed to stronger merchandise performance. The stadium includes 673 points of sale and 24 sponsors with individually designed activation points and branded environments, underscoring the scale of the execution.