Europa-Park has officially concluded its longstanding sponsorship agreement with Mercedes-Benz, removing all automotive branding from the Silver Star roller coaster after more than 20 years of collaboration according to Lahrer Zeitung (link to original German article).
The German theme park has systematically eliminated Mercedes-Benz signage throughout the attraction as it develops a new Monaco-themed district. Visitors will no longer see the iconic three-pointed star that once greeted them at the coaster’s entrance, marking the end of a partnership that began in 2002.
When Silver Star debuted over two decades ago, park owner Roland Mack celebrated the €13 million investment as a transformative moment. The Stuttgart-based automaker served as the headline sponsor for what Mack called an extraordinary venture designed to infuse the park with Formula 1 excitement.
Today, that racing heritage continues through the Monaco expansion project, but without Mercedes-Benz involvement. Park officials confirmed the separation was amicable, driven primarily by the strategic redesign around the Monaco concept.
Visible Changes Throughout the Attraction
Observant guests have already spotted numerous modifications. What was formerly known as the Mercedes-Benz Hall now operates as the Monaco Preview Centre. The exit area messaging has been updated from Mercedes promotional content to social media engagement prompts encouraging visitors to share their experiences.
Park management declined to specify whether any Mercedes-Benz presence will feature in the completed Monaco zone, though they noted that Prince Albert’s personal vehicle collection—including a Daimler automobile—has been displayed in preview exhibitions.
One element remains unchanged: the Silver Star name itself. Europa-Park has confirmed that the coaster’s title was selected independently of the Mercedes sponsorship and will be retained permanently.
The Mercedes exit represents part of broader transformation efforts at Europa-Park. Last October, Mack revealed plans to replace the Euro-Mir roller coaster by 2028 and scale back the Russian-themed section, signaling that multiple familiar elements of the park’s landscape are evolving as the destination enters its next chapter.
