Hy-Vee, Inc. has announced the supermarket chain will be a Founding Partner of U.S. Bank Stadium and an official partner of the Minnesota Vikings.

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 supermarket’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,” said Hy-Vee Chairman, CEO and President Randy Edeker. “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,” said Vikings Executive Vice President and Chief Marketing Officer Steve LaCroix. “We look forward to partnering with Hy-Vee not just on in-stadium elements but also with future community initiatives.”

 

vikings.com

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