A Fan Engagement Lesson from the Minnesota Vikings

“Our brand means many things to many people.” As we cheer from the sidelines and the comfort of our couch on game day, it can be easy to loose sight of the fact that great American sports teams like the Minnesota Vikings are some of our most prominent brands. One thing these mega-brands can’t loose sight of is their fans. “Fans first and foremost,” said Vikings CMO Steve LaCroix during our recent chat. If you’re a Vikings fan, a brand builder, or both, you won’t want to miss this week’s episode. Ready? BREAK!

About Steve LaCroix

Now in his 15th season with the Minnesota Vikings, Steve LaCroix serves as the team’s Executive Vice President & Chief Marketing Officer. LaCroix oversees all aspects of Vikings-generated revenues. He also leads the team’s radio and television programming, websites, digital and social media initiatives, merchandise and e-commerce operations, community and special events, marketing partnerships, advertising, branding, promotions, graphic design, fan relations and game day activities. He also played a significant role in the recent stadium transition team.

LaCroix has led a variety of additional new initiatives, including the team’s introduction of an enhanced Norseman logo and new uniforms in 2013, the second uniform change under LaCroix’s leadership. The club has also brought radio and television broadcast rights in-house and started year-round weekly television and radio programming. The Vikings have had multiple full re-designs of vikings.com and opened Vikings Locker Room official retail stores across the Twin Cities. Fans have been treated to the introduction of Viktor the Viking, the official team mascot, and the Skol Line drum line. Under LaCroix, the Vikings sellout streak reached 144 games at Mall of America Field.

A fellow alum of the University of Iowa and board member for the Marketing Institute here on campus, I was excited to welcome Steve to the On Brand podcast.

As We Wrap …

Before we go, I want to flip the microphone around to our community … With two Iowa Hawkeyes on the podcast this week, we had to give a shout to the (then) undefeated Hawks who are now Rose Bowl bound! Go Hawks!

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

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Until next week, I’ll see you on the Internet!

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