Hy-Vee assumes founding partner status at new home of Minnesota Vikings

Supermarket chain Hy-Vee has signed up as the second founding partner for U.S. Bank Stadium, the future home of NFL American football franchise Minnesota Vikings.

The 10-year founding partner agreement includes prominent signage throughout the stadium, which is due to open in July 2016, as well as opportunities for branded concessions and specialty food offerings.

The scope of the partnership aims to support the supermarket’s expansion into the Minneapolis-St. Paul market, which will begin with the opening of two stores next month. In the coming years, Hy-Vee plans to add four to five grocery stores annually in the Twin Cities.

Hy-Vee will also become an official partner of the Vikings under the deal. 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-recognised 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,” Minnesota Vikings executive vice-president and chief marketing officer Steve LaCroix said.

US-based brewery MillerCoors last month signed on as the first founding partner of U.S. Bank Stadium under a similar 10-year deal through which it extended its partnership with the team.

U.S. Bank signed up as the stadium naming rights partner of the new home of the Vikings in June. The deal will run for 20 years, from the opening of the 65,400-seat stadium in 2016 to 2035.