Eagan, Minn. (December 15, 2021) – The NFL announced today the Minnesota Vikings have been awarded international marketing rights in Canada and the UK as part of the NFL's International Home Marketing Area Initiative.
The announcement, which comes after the Vikings were one of nearly 20 NFL clubs to bid on international markets earlier this fall, gives the team marketing rights in Canada and the UK similar to what the team has in its own domestic home marketing area. Specifically, the Vikings can begin investing in growing its fan base through fan events and activations, localized social media channels, and merchandise sales locations. The team can also launch local community and social initiatives, develop partnerships with local brands and support and grow flag football participation within the markets. The Vikings will have rights to both markets for at least a five-year term.
"This is an excellent opportunity to directly engage with Vikings fans across the world, as well as grow our fan base and cultivate interest in the game of football," said Vikings Owner/President Mark Wilf. "With the geographic proximity and our already-established Canadian fans, including hundreds of passionate Season Ticket Members, Canada is a tremendous fit for us. We have also seen the strength of our international Vikings fans during the team's previous games in London and with the launch of our UK Vikings social media channels in 2018, so both of these markets have natural ties. We look forward to solidifying the activation elements in these markets and deepening our relationships in 2022 and future years."
Fans in the UK and Canada can find the Vikings market-specific social media channels at the following handles:
· Instagram: @uk_vikings
· Twitter: @ukvikings
· Instagram: @vikingscanada
· Twitter: @vikingscanada
The Vikings can begin activating in both markets on January 1, 2022. Details around the team's future engagement plans will be developed and announced later.