Mercedes-Benz Stadium set for new premium club space

AMB Sports and Entertainment has announced plans for the creation of a new premium club space on the 300 level of Mercedes-Benz Stadium.

The 6,500-square-foot space is scheduled to open in June next year. It will be the first club of its kind at the stadium, which serves as the home of the NFL’s Atlanta Falcons and Major League Soccer team Atlanta United.

AMB Sports and Entertainment said the space will blend “energy, comfort and convenience” and provide a direct view of the pitch. A pricing model will be applied that will appeal to a “broad audience” of guests.

The as-yet-unnamed space will be the fourth premium transformation of Mercedes-Benz Stadium in the last three years. The new space has been inspired by fan behaviour at other premium areas of the stadium and is a response for the growing demand for more social areas.

The area will target “young professionals” and will be tailored to fans looking for a modern club with an “open, social and vibrant space with an upscale, energetic ambience”. It will feature 700 newly cushioned seats in the upper-level end zone, food and beverage options, grab-and-go stations, and multiple full-service bars.

The space will open on game days and will also be available as a private event area for corporate and special occasions.

Don Rovak, senior vice-president of sales and service at AMB Sports and Entertainment, said: “We’ve learned through continual fan feedback that fans crave dynamic, communal environments that allow them to stay connected to the game while enjoying a larger, more flexible space.

“Mercedes-Benz Stadium was designed to be a destination for all, and this new club offers a blend of upscale, yet affordable, experiences, targeting young professionals and corporate groups alike.”

Mercedes-Benz Stadium recently launched two new premium offerings as part of plans to further enhance the fan experience.

The Chairman’s Lounge and Stadium Club complement the existing Maybach and Delta Sky360° Terraces, and AT&T Lofts at the stadium. The Chairman’s Lounge is an extension of the S1 suite level and features plush seating for 154 guests, while the Stadium Club celebrates Atlanta’s music and sports culture and has space for up to 200 guests.

The AT&T Lofts launched in August 2023 and are located in the west end zone of Mercedes-Benz Stadium. They consist of five private or shared areas accommodating 18 to 40 people.