What does it take to create unforgettable fan experiences and partnerships that go far beyond game day?
In this episode, we sit down with Morgan Kennedy, Vice President of Partnership and Premium Experience for the Minnesota Vikings, to explore how the team designs elevated fan moments at U.S. Bank Stadium and beyond. Morgan shares how premium experiences have evolved, what fans truly crave today, and how the Vikings choose brand partners that align with their values and enhance the fan journey.
We also dive into standout Vikings partnerships, including collaborations with Mall of America, lessons learned when experiences don’t go as planned, and how great partnerships help connect with fans outside the stadium. This conversation offers real insight into fan engagement, premium experiences, and partnership strategy from one of the NFL’s most iconic franchises.
Skol.
1:45 Four pillars of Morgan Kennedy’s role at the Vikings
7:00 Reflections on athletes, sports and how they connect to fans and the world
8:45 How merchandising and partnerships gets fans excited (including brand collabs and vintage)
10:30 The art of aligning with key partners and building premium experiences
12:45 Amplifying the fan experience, at games and beyond – it’s generational
14:00 Favorite MN Vikings brand moments, introducing the world to the NFL and the Vikings
18:45 New partnerships that helped amplify the work and experience for fans
22:00 How the MN Vikings activate at Mall of America, and at US Bank Stadium
24:30 Lightning round for our guests
To learn more, visit: https://www.vikings.com/ and https://www.vikings.com/fans/
Guests: Morgan Kennedy, Vice President of Partnership and Premium Experience at the Minnesota Vikings
Your host: Jill Renslow, Sara Johnson
Presented by Bloomington Minnesota Travel and Tourism the official destination marketing organization for the city of Bloomington, Minn.