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Hy-Vee’s 10-year deal is linked to the Vikings’ new stadium.
Rendering: MINNESOTA VIKINGS
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Midwest supermarket chain Hy-Vee is the latest major sponsor to sign on to the Minnesota Vikings’ new stadium. The team is scheduled to announce the deal today. The agreement runs for 10 years. Financial terms were not disclosed.
Hy-Vee is the second founding partner, announced after MillerCoors. U.S. Bank is attaching its name to the building, which is scheduled to open next year.
Hy-Vee is using the sponsorship for exposure as it expands into the Minneapolis market, said John Penhollow, the Vikings’ director of new stadium partnerships.
The food retailer will get branding on video boards and over one of the four field tunnels, and will be associated with player introductions.
The supermarket’s food offerings will also be incorporated into concession offerings, Penhollow said. Hy-Vee will work in conjunction with Aramark on that initiative.
The Vikings also expect the supermarket company to activate at retail around the team.
The Vikings in total plan seven to eight founding partners, with the team expecting to make more announcements soon.
