Hy-Vee scores 10-year Minnesota Vikings sponsorship

EDEN PRAIRIE, Minn. — Hy-Vee on Monday became an official partner of the Minnesota Vikings and a founding partner of the Vikings’ new U.S. Bank Stadium.

 

The 10-year founding partner agreement includes prominent signage throughout the stadium as well as opportunities for branded concessions and specialty food offerings. The scope of the partnership supports the Hy-Vee's expansion into the Minneapolis-St. Paul market, which will begin with the opening of two stores (New Hope and Oakdale) next month. In the coming years, Hy-Vee plans to add four to five grocery stores annually in the Twin Cities.

 

“All of us at Hy-Vee are ecstatic to be joining the Minneapolis-St. Paul community, and what better way to show our Minnesota pride than to partner with the Vikings as they enter a new chapter with U.S. Bank Stadium,” Hy-Vee CEO and President Randy Edeker said. “This agreement will allow us to showcase all that Hy-Vee has to offer Vikings fans and residents – both inside and outside our stores’ helpful aisles.”

 

In addition to stadium activation, Hy-Vee will receive exclusivity in the grocery store, supermarket, mass retail, floral and pharmacy categories. The company will also partner with the Vikings on community outreach.

 

“Hy-Vee is a very well-recognized and respected brand in the Midwest, and with their significant future growth in Minneapolis-St. Paul, this is a natural partnership for them and the team,” Vikings EVP and chief marketing officer Steve LaCroix said. “We look forward to partnering with Hy-Vee not just on in-stadium elements but also with future community initiatives.”