$1.8B Falcons Stadium Makes Big World Cup Move as Prices Surge

According to a report from The Athletic, Mercedes-Benz Stadium has been granted a rare exemption allowing it to keep the Mercedes star logo on its roof during the 2026 World Cup. 

While the venue will still be referred to as Atlanta Stadium during the tournament, it will not have to remove or cover the iconic roof branding.

This is a notable departure from FIFA’s strict "Clean Stadium" policy. Under these regulations, host venues are generally required to hide all existing branding, including logos and lettering on roofs, to ensure only official FIFA partners are visible. 

As part of this policy, several stadiums are temporarily changing their names: AT&T Stadium will be known as Dallas Stadium, and MetLife Stadium, the site of the July 19 final, will be renamed New York New Jersey Stadium.

Arthur Blank Promises Positive Fan Experience for World Cup

The stadium cost an estimated $1.8 billion and is operated by Arthur Blank’s AMB Sports and Entertainment. 

Blank, who also owns the Falcons and Atlanta United, has shared his confidence in the city’s preparation for the event, highlighting years of coordination between different agencies and government officials. 

“I think the city is ready, we’ve had great commitments from the mayor, from the governor, from everybody involved, all the agencies, etc.” Blank said. “There’s been a tremendous amount of planning that’s taken place over the last several years to make this a reality.”

As ticket resale prices continue to rise, Blank noted that his focus remains on the experience of the fans and won't raise prices in the stadium during the World Cup.

Atlanta has established a reputation for fan-friendly pricing, often keeping concession costs lower than average. Blank emphasized his commitment to maintaining this approach during the World Cup.

“Fans give us their energy, their time, their passion, their resources, their families, whatever it may be, and we need to honor that in the truest sense of the word, whatever we can. We can’t always control what happens on the field, what happens on the pitch, but we can control the fan experience.”