Minnesota Vikings, US Bank Stadium Case Study


The Minnesota Vikings partnered with MainGate (now Legends Global Merchandise) in 2009 naming them the Official Merchandise Partner for the team. The goal was to enhance the team’s merchandise operations in-stadium, at their Mall of America store location and online; not only for the fan experience, but for the team itself.


In 2016, the Minnesota Vikings moved into the new U.S. Bank Stadium for their inaugural season. As the Official Merchandise Partner, MainGate worked closely with the developers and the Vikings to create the ideal retail space for the stadium. MainGate designed the look and feel of all retail locations including the 6,900 square foot Locker Room store, a Majestic Store location, and the first ever NFL Tommy Bahama stadium store.


MainGate created a dynamic shopping experience for the fans with optimal layout for ease of shopping, dynamic merchandise displays including shops within the shop such as Nike and New Era, and an energetic atmosphere with music and staff who have been trained to put the fans first resulting in a record breaking season for merchandise sales.