Mercedes-Benz Stadium

What Mercedes-Benz Stadium does

Mercedes-Benz Stadium is a privately owned, multi-purpose sports and entertainment venue in Atlanta, Georgia, opened in 2017 and operated by AMB Sports & Entertainment, LLC, the holding entity of owner Arthur Blank. The 65,000+ seat venue serves as the home of the NFL's Atlanta Falcons and MLS's Atlanta United, will host the NWSL Atlanta expansion team beginning play in 2028, and is currently serving as an official FIFA World Cup 2026 host site for eight matches including a semifinal. The venue's technology stack centers on a fully cashless payment infrastructure integrated with a mobile app (iOS/Android) that includes a digital wallet, biometric entry via Delta Fly-Through Lanes, checkout-free retail locations, and integrations with Ticketmaster for ticketing, Authorize.Net for payment processing, and SKIDATA for parking and access control. The stadium also operates the adjacent 11-acre Home Depot Backyard, a multi-use green space hosting 200+ free community programs annually across Health & Wellness, Arts & Culture, and Inspired Learning pillars.

The business operates an event-driven revenue model with eight primary streams: ticket sales (Falcons, Atlanta United, concerts, World Cup via Ticketmaster), concessions and food and beverage across 20+ vendor concepts, sponsorship and founding-partner revenue (American Express, Home Depot, Coca-Cola, Delta, AT&T), premium seating and suites sold via dedicated sales teams and mbssuites.com, parking across 20,000+ spaces, private events and corporate functions in 20+ configurable rooms, merchandise through in-stadium and Atlantic Station team stores, and stadium tours. GTM combines direct-to-consumer digital engagement (mobile app, SMS alerts, email newsletter, owned social channels) with an event-driven sales motion anchored by major tenant sports schedules and FIFA World Cup programming. Distribution relies on Ticketmaster as the official ticketing partner, American Express Venue Collection for card-member presales and fast-lane entry, and dedicated suite sales channels for enterprise hospitality buyers.

Pricing is distinctive: the stadium has maintained its founding-era fan-friendly concession price points since 2017, including $2 hot dogs and $2 bottomless Coke refills, a policy attributed to owner Arthur Blank and described by COO Dietmar Exler as 'Southern hospitality.' Sustainability credentials include LEED Platinum certification as the first US professional sports venue to achieve the standard, 4,000 solar panels reducing electricity use by 29%, and 90% diversion of 5 million pounds of annual waste from landfills. Recognition includes 13 Stevie Awards for the Home Depot Backyard over four years and designation as one of the 2026 Best Sports Business Cities in the US by Sports Business Journal.

Name

Mercedes-Benz Stadium

Legal name

AMB Sports & Entertainment, LLC

Website

https://mercedesbenzstadium.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

251–500 employees

Short description

Mercedes-Benz Stadium is a 65,000+ seat multi-purpose venue in Atlanta hosting NFL Atlanta Falcons, MLS Atlanta United, concerts, FIFA World Cup 2026 matches, and a future NWSL team, generating revenue through tickets, concessions, premium seating, sponsorship, parking, and private events under owner Arthur Blank.

Ownership category

akta.pro rank

Product category

Sports and Entertainment Venue Operations

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Spectator Sports (7112)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Professional & Major League Stadiums (MPAKAEAA)

akta.pro secondary industries

Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA), Concession & Stadium / Arena Catering (THAFAIAG), Sports Stadium & Arena Security (BPAKACAB)

Keywords

• Sports venue operations
• Live event hosting
• Premium seating services
• Stadium concessions
• Corporate event hosting

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Ticket Sales: Revenue from selling tickets for Atlanta Falcons NFL games, Atlanta United MLS matches, FIFA World Cup 2026 matches (including a semifinal), concerts, and other events. Ticket sales through Ticketmaster platform with premium seating and suite options available.
2. Concessions and Food & Beverage: On-site food and beverage sales through 20+ vendor concepts including Chick-fil-A, Farm Burger, WNB Factory, Fresh Mex, and others. The stadium maintains fan-friendly pricing with items like $2 hot dogs and $2 bottomless Coke refills. Multiple concourses with diverse dining options.
3. Sponsorship and Founding Partners: Revenue from founding partners including American Express (Official Payments Partner), Home Depot (Backyard naming rights), Coca-Cola, Delta, AT&T, and other corporate sponsors. Integrated branding across team platforms, in-stadium visibility, and digital/social channels.
4. Premium Seating and Suites: Revenue from club level seating, luxury suites, and premium hospitality experiences including the Mercedes-Benz Club and various suite configurations for corporate entertaining.
5. Parking and Transportation: Over 20,000 parking spots within 20-minute walk of stadium. Pre-purchased parking passes and rideshare programs generate additional revenue. MARTA transit partnerships provide additional transportation options.
6. Private Events and Corporate Functions: Over 20 different event rooms available for corporate events, conferences, trade shows, exhibitions, and special events. Full customizable experiences with dedicated event team and state-of-the-art technology.
7. Merchandise and Team Store: Official merchandise sales for Atlanta Falcons and Atlanta United through physical team stores (in-stadium and Atlantic Station location) and online storefront.
8. Stadium Tours: Guided tours of Mercedes-Benz Stadium including stops at locker rooms, the field, and other signature features of the venue.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Mercedes-Benz Stadium is a multi-purpose sports and entertainment venue that hosts home games for the NFL's Atlanta Falcons and MLS's Atlanta United, concerts, FIFA World Cup 2026 matches, corporate and private events, and community programming. It sells tickets, premium seating and suites, food and beverage concessions across 20+ vendor concepts, parking, official team merchandise, and stadium tours, supported by a mobile app, biometric entry, and checkout-free retail technology.

Product overview

Mercedes-Benz Stadium is a multi-purpose sports and entertainment venue in Atlanta serving as home to the NFL's Atlanta Falcons and MLS's Atlanta United. The stadium operates as a unified platform offering live event hosting, digital ticketing through Ticketmaster, mobile wallet payments via the official app, premium seating experiences, and community programming through the adjacent 11-acre Home Depot Backyard. Key products include the Mercedes-Benz Stadium Mobile App with biometric entry (Delta Fly-Through Lanes) and checkout-free market features, various ticket packages for Falcons and United games, private event hosting for corporate functions, and FIFA World Cup 2026 match hosting. The stadium differentiates through fan-friendly pricing policy (maintained since 2017), sustainability leadership (LEED Platinum certified), and diverse food and beverage options ranging from affordable concessions to premium dining.

Differentiator

Problem solved

Functional benefit

Brands

• The Home Depot Backyard: An 11-acre multi-use green space adjacent to the stadium offering community programming in Health & Wellness, Arts & Culture, and Inspired Learning, serving the Atlanta community since 2018.
• MBS Express
• MBS Labs

Products and services

• Atlanta Falcons Tickets Season and single-game ticket packages for Atlanta Falcons (NFL) home games at Mercedes-Benz Stadium, available via the official Ticketmaster partnership.
• Atlanta United Tickets Season and single-match ticket packages for Atlanta United FC (MLS) home matches at Mercedes-Benz Stadium, available via the official Ticketmaster partnership.
• Stadium Tours Guided public tours of Mercedes-Benz Stadium featuring visits to locker rooms, the playing field, and signature architectural and art features for visiting fans and tourists.
• Private and Corporate Events Corporate and private event hosting across 20+ event rooms inside Mercedes-Benz Stadium, including conferences, trade shows, exhibitions, weddings, and special events, with a dedicated events team and customizable production.
• Clubs and Suites Premium club-level seating and luxury suite experiences inside Mercedes-Benz Stadium, including the Mercedes-Benz Club, for corporate entertaining and high-end hospitality.
• Food and Beverage Concessions On-site food and beverage concessions across 20+ vendor concepts ranging from fan-friendly pricing ($2 hot dogs, $2 bottomless Coke refills) to premium dining experiences like Farm Burger, available to all stadium attendees.
• Parking Services Pre-purchased and event-day parking across 20,000+ spaces within walking distance of Mercedes-Benz Stadium, with rideshare drop-off coordination and MARTA public-transit partnerships.
• The Home Depot Backyard An 11-acre multi-use green space adjacent to the stadium offering free community programming across Health & Wellness, Arts & Culture, and Inspired Learning, plus tailgating for Falcons and Atlanta United events.
• Official Team Merchandise Official Atlanta Falcons and Atlanta United merchandise sold through physical team stores inside the stadium and at Atlantic Station, and through online storefronts.

Quantifiable outcome

• 29% reduction in electricity use through 4,000 solar panels
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability4 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered supporting, minor, flagship and core.

• Silence the Shame, Inc.supportingStrategic or Co-development Partner · 30 April 2026Mental health organization partnering with The Home Depot Backyard for wellness programming. Partnership includes recurring programs focused on mental health awareness, education, and holistic wellness. First event May 4 featuring yoga, Zumba, sound bath instruction, and mental health resources.
• Tito's Handmade VodkaminorGTM or Marketing Partner · 30 April 2026Beverage partner for Night Market events at The Home Depot Backyard. Provides craft cocktail options at community events.
• Southern Culinary & CreativeminorImplementation/ SI/ Consulting Partner · 30 April 2026Creative partner for Night Market event series. Collaborates on culinary and cultural programming for The Home Depot Backyard signature events.
• American ExpressflagshipGTM or Marketing Partner · 4 March 2026Long-term partnership making American Express the Official Payments Partner and Founding Partner of Mercedes-Benz Stadium, Atlanta Falcons, Atlanta United, and future NWSL Atlanta team. Benefits include Amex Presale Tickets access, dedicated Card Member entry/fast-lane, and statement credits on concessions. Benefits began March 7, 2026. Integrated branding across team platforms and in-stadium visibility.
• Home Depot FoundationcoreStrategic or Co-development PartnerHome Depot Foundation supports The Home Depot Backyard, an 11-acre multi-use green space adjacent to the stadium. The space hosts community programming focused on Health & Wellness, Arts & Culture, and Inspired Learning. Over 200 free programs annually since 2022. The Home Depot Backyard serves as premier parking and tailgating destination for Falcons, Atlanta United, and other events.
• Delta Air LinescoreTechnology or IntegrationDelta Fly-Through Lanes at Mercedes-Benz Stadium utilize biometric technology to minimize wait times. Partnership represents Delta's innovative approach to enhancing fan experience through expedited stadium entry using facial recognition and ID verification technology.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner for Atlanta Falcons, Atlanta United, and stadium events. Provides digital ticketing platform for single-game tickets, season tickets, and event packages. Integration across stadium website and team platforms.
• Coca-ColasupportingGTM or Marketing PartnerFounding Partner of Mercedes-Benz Stadium. Coca-Cola beverage products available throughout the stadium concessions. Integrated sponsorship and branding presence.
• AT&TsupportingTechnology or IntegrationFounding Partner providing technology and connectivity infrastructure. Telecommunications partner for stadium operations and fan experience enhancements.
• MARTA (Metropolitan Atlanta Rapid Transit Authority)supportingStrategic or Co-development PartnerPublic transportation partner providing MARTA transit options for fans attending events. Affordable public transit fares maintained during World Cup 2026. Partnership helps manage transportation demand and provides fans with convenient options.
• FIFA (On Location)flagshipStrategic or Co-development PartnerOfficial hospitality partner for FIFA World Cup 2026 at Mercedes-Benz Stadium. On Location provides premium ticket packages including hospitality experiences, accommodations, and exclusive access for the 8 World Cup matches hosted at the venue including a semifinal.

Scale indicators9 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• SoFi Stadium: Multi-purpose NFL stadium in Inglewood, CA home to the LA Rams and LA Chargers. Closest US peer in scale, technology (biometric entry, cashless), and premium-hospitality orientation, both hosting Super Bowls and FIFA World Cup 2026 matches.
• AT&T Stadium: NFL stadium in Arlington, TX home to the Dallas Cowboys. Comparable large-capacity retractable-roof venue with similar premium-suite economics, mega-event hosting (Final Four, Super Bowl), and multi-sport/concert calendar.
• Allegiant Stadium: NFL stadium in Las Vegas home to the Las Vegas Raiders. Recent-purpose-built large-capacity venue with comparable cashless/biometric tech stack, premium-hospitality focus, and FIFA World Cup 2026 host status.
• MetLife Stadium: NFL stadium in East Rutherford, NJ shared by the Giants and Jets. Comparable dual-tenant large-capacity venue with similar gameday-driven revenue model and FIFA World Cup 2026 final host status.
• U.S. Bank Stadium: NFL stadium in Minneapolis home to the Minnesota Vikings. Comparable fixed-roof large-capacity venue with LEED certification, comparable sponsor mix, and Super Bowl / Final Four hosting experience.
• Levi's Stadium: NFL stadium in Santa Clara, CA home to the San Francisco 49ers. Comparable purpose-built tech-forward stadium with similar premium-hospitality model, sustainability programs, and FIFA World Cup 2026 host status.
• Tottenham Hotspur Stadium: Multi-purpose stadium in London home to Tottenham Hotspur FC. Global peer in purpose-built design, multi-sport/football/concert programming, premium-hospitality innovation, and large-scale anchor tenancy.

Regional players

• State Farm Arena: Atlanta-based NBA/HHL arena also owned by Tony Ressler / Atlanta Dream. Same metro competitor for concerts, premium-suite bookings, and corporate events, though smaller capacity and indoor-only format.
• Truist Park / The Battery Atlanta: MLB stadium and mixed-use development in the Atlanta metro operated by Liberty Media. Comparable Atlanta-market live-entertainment venue with adjacent retail/dining/entertainment district analogous to MBS's Home Depot Backyard ecosystem.

Broad incumbents

• Wembley Stadium: National stadium of England operated by the FA. Comparable as a global large-capacity venue for international football, NFL games, concerts, and major cup finals - similar event-driven mega-event revenue model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mbstadium
• YouTubeyoutube.com/channel/UCe-bcJP3M8hUV-oYEMjwUvQ
• Facebookfacebook.com/MBStadium
• Instagraminstagram.com/mercedesbenzstadium
• LinkedInlinkedin.com/company/mercedes-benz-stadium

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mercedes-Benz Stadium