Minnesota Vikings strike it lucky with new deal

20 July 2010 | Posted in Sponsorship, Football, North America | By James Emmett

The Minnesota Vikings have become the latest NFL team to strike a deal with a local lottery provider after signing with the Minnesota State Lottery.

As part of the deal, the lotto will produce a US$10 Vikings scratchcard.

The ticket features a US$200,000 top prize, with a second chance to win a VIP season ticket package for four. Lottery players can also earn points to redeem for Vikings merchandise.

“While this program is not related to our continued pursuits for a new stadium, it is a perfect opportunity for the Vikings to partner with an organization whose proceeds go back to improving the state of Minnesota,” said Steve LaCroix, Vikings chief marketing officer.

According to the Minneapolis Star Tribune, the Vikings will receive US$193,000 for the use of their name and logo, and when sales top US$9 million, the team will receive royalty payments.

18 NFL teams struck similar lottery deals last season.