Minnesota Vikings MLS Franchise Pursuit

Minneapolis, MN

Renovation / Upgrade to U.S Bank Stadium
Minnesota Vikings MLS Franchise Pursuit

The Minnesota Vikings retained Generator Studio to assist in pursuing an expansion Major League Soccer franchise for their new stadium. We established a set of criteria to guide the decision making process to create a soccer experience that is uniquely Minnesota.

Supporters will take ownership in creating + maintaining the franchise’s traditions, such as ‘decorating their house’ with club banners.

The new MLS franchise would enjoy a stadium that is uniquely theirs on game day and beyond. We’re creating a framework to capture and grow the spirit of soccer’s appeal to the next generation of sports fans. Technology will be pervasive and integrated in this soccer experience.

As part of the study, Generator explored ways to integrate the new stadium into an authentic MLS experience. Scope included the addition of pop up fan stores, stands for pregame competitions, temporary team-branded access gates, a large LED video display live-streaming social media feeds, a house reduction system comprised of fan-made banners, and a wall of jerseys celebrating local youth soccer programs.