Mercedes-Benz USA revealed Tuesday that it has set down roots in the newly named Mercedes-Benz Superdome — formerly the Louisiana Superdome — and is now the vehicle of choice among the NFL’s New Orleans Saints.

The 10-year agreement provides the OEM with official naming rights to the stadium set to host the 2013 Super Bowl among other sponsorship benefits, including being named the official and exclusive vehicle of the Saints. 

In addition, the Saints’ print and online publications will feature Mercedes-Benz content and advertising, and the company will have access to Saints’ coaches and players for special events and promotions, officials noted

“Mercedes-Benz plans to leverage its access to many of the events to create unique programs such as customer and fan appreciation activities,” the company stressed.

Ernst Lieb, president and chief executive officer of Mercedes-Benz USA, offered his opinion on the new partnership, noting, "The joining of the Mercedes-Benz brand with the world-class Saints organization and the Superdome, an iconic destination which has undergone an incredible transformation over the past six years, is a significant moment for us, the city of New Orleans and the state of Louisiana.

"Our commitment over the next decade is to the Saints fans, team and this famous community as it flourishes beyond anyone’s expectations,” he continued.

Interestingly, this is the first naming rights deal in the U.S. for a luxury automaker as well as a first for the New Orleans sports and exhibition stadium, which recently completed a six-year $336 million renovation project.

The newly named Mercedes-Benz Superdome will be host to several upcoming events, including the 2012 Men’s Final Four and BCS Championship Game, as well as the 2013 Super Bowl.

"I am thrilled to be able to announce a winning and long-term partnership between the Saints, Mercedes-Benz and now the Mercedes-Benz Superdome," said New Orleans Saints owner Tom Benson. 

"The Mercedes-Benz brand represents the very best in its industry, and we believe that is a perfect fit for this stadium, which as a result of the unprecedented and innovative renovation project recently completed is one of the world’s greatest sporting venues.  We felt strongly it was essential that if we were to offer the name of our building to a company, it would be one that all of our fans and the state of Louisiana would be proud of," he continued. "The investment being made by a premier international brand who believes in ‘the best or nothing’, is a tremendous compliment to all of those who worked so hard to make the stadium what it is today."

Louisiana Gov. Bobby Jindal also expressed his enthusiasm for the recent news: "This is a great, great partnership. I know for many years there have been attempts to sell this sponsorship, and I think the restructured deal and the new Superdome are two of the reasons this is actually happening. So I think this is great for the Saints and great for the state."