Vikings Ownership: Global Brand Building and Community Stewardship

Key Quotes

"being a platform for good being engaged in the community is a cornerstone of our ownership i think it's a cornerstone for all of us in the sports business and we've really leaned in on that i think it's something very powerful and it can and it can really make an impact in fact in the minnesota community we have a vikings table we've served over 100 000 meals in the past four or five years to kids that need you know have food insecurity so we're very very um engaged in that kind of engagement"

Mark Wilf emphasizes that being a platform for good and engaging with the community is a fundamental aspect of his ownership philosophy. He highlights the powerful impact sports organizations can have, citing the Vikings' initiative to serve over 100,000 meals to food-insecure children as a concrete example of this commitment.

"and for us the journey and and you touched on it in the video um we have we have some key priorities of course uh winning championships number one number two making the fan experience as special as possible uh number three making sure we give back and are part of the community that's something very important to us and of course at the same time promoting uh football soccer the sports that we we engage people in so that's been our philosophy we view it as being stewards of really great community assets and it's a great industry to be in"

Mark Wilf outlines the core priorities of his ownership: winning championships, enhancing the fan experience, community involvement, and promoting sports. Wilf views his role as a steward of valuable community assets, underscoring a philosophy that extends beyond athletic competition to encompass broader societal contributions.

"we're very much bullish on the growth of our game internationally um now there are currently i think 14 million fans in the uk of the nfl and we've seen the growth just in the past 15 years since the first games were played here um the fans are super educated it's not just expats many local people and people from all over europe are coming to the game and we saw it in dublin now a new market for us as well so uh we're excited about the possibility to help grow the game"

Mark Wilf expresses strong optimism regarding the international growth of American football, particularly in the UK. He notes the significant and educated fanbase there, comprising not only expatriates but also a substantial number of local Europeans, indicating a fertile ground for expanding the game's reach.

"well we make sure it's a priority like i said so we we as ownership we made sure to set from day one that we're going to provide the resources necessary and from there we have an incredible fanbase and an incredible staff led by our coo andrew miller who's here today and our entire team really focused in on making sure the game day experience is special and it's about family too we we uh are a family ownership and we like to also include our fandom our community and have a family experience for us personally we grew up loving the game of football and we want our fans to have the same kind of experience"

Mark Wilf explains that prioritizing the game day experience is a key tenet for the Vikings' ownership, who committed resources from the outset to ensure it is special. He emphasizes the importance of a family-like atmosphere, extending this to fans and the community, drawing from his personal passion for the sport to create a similar experience for others.

"well i think for us the team environment is is a huge part of sports and that kind of experience you have not just the players on the team in the locker room and the coaches but an entire organization even an entire community and a fanbase pulling together like that and i think american football for us was very personal and passionate soccer as well my kids all played uh soccer growing up and even though it's not the primary sport in america it's also got a team environment that's very special as well and where communities go around so that's been a good fit"

Mark Wilf discusses the significance of the team environment in sports, extending beyond players and coaches to encompass the entire organization, community, and fanbase. He highlights both American football and soccer as sports that foster this special team environment and community connection, noting his personal passion for both.

"well you you touched on really the the biggest differences certainly the relegation model the nfl that would be it's terrifying enough on a game day sunday i'd hate to think about being tossed out of a league for a bad game so um that that's the primary difference also the fact that except for three errors on the field every week we truly are a partnership as owners and as clubs best practices are shared widely"

Mark Wilf contrasts the NFL's business model with that of leagues like the Premier League, specifically pointing to the absence of relegation in the NFL as a major difference. He describes the NFL owners as partners who widely share best practices, emphasizing a collaborative approach to running the league.