While the car company might not be able to directly track its sponsorship to sales, naming the stadium is more about generating “love” for the brand, according to Dan Conti, director of Sports & Live and a partner at media group Wavemaker, in an email to CNBC.

“These deals are typically not directly correlated to product sales, but are instead about driving awareness, deepening brand love, and shifting perception.” Attaching its name to the Atlanta stadium also makes sense for the company, which moved its headquarters to the city in March 2018, but beyond that, the company will get huge exposure in the media.

Fans should expect to pay between $4,000 and $6,000 for a ticket to watch the game in person this year, according to Scott Jablonski, general manager of NFL for ticket reseller StubHub. And at the time of writing, the NFL’s official hospitality partner was selling hotel and ticket packages for $5,645 per person when sharing a room.


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