Pivoting Strategy for the Next Generation of Fans

The Challenge

In the rapidly changing professional sports landscape, the Minnesota Vikings needed to evolve their brand’s strategy to attract new generations and markets of fans to their historic brand without losing relevance with current fans, employees, and corporate partners.

The Solution

To achieve their desired success, the organization needed an evolved brand strategy and story. We partnered with Sprocket, a fan insights firm, to understand the generational differences between fans. With that knowledge, we worked alongside the Viking’s creative department to refine the brand’s ideal perception and story to amplify brand experiences for each type of fan.

The Result

The Vikings now have brand clarity and direction. Their unique brand story for each generation outlines the brand’s role for each type of fan. With guidelines for brand experiences, their internal team has the confidence to authentically expand into new markets, realign their strategic corporate partnerships, and tailor the next generation of fan experiences.