The Minnesota Vikings have named 3M Co. the team’s official “science partner.”
As part of the 10-year deal announced Tuesday, a 4,800-square-foot banner bearing 3M’s name and logo will hang inside the northeast corner of the U.S. Bank Stadium in downtown Minneapolis. In addition, 3M Co. will be the “preferred” branded supplier of first aid stations throughout the stadium that opens later this year.
The partnership will also let 3M and the Vikings work together to place creative media content on the Vikings Entertainment Network’s TV, radio or print programming as well as on 3M outlets and channels.
Financial terms were not disclosed.
3M, which made 50 products used in the construction of the massive stadium, is “proud to partner with the Minnesota Vikings to help bring the story of 3M science to an even broader audience,” said 3M Chief Marketing Officer Don Branch.
The Maplewood-based company manufactures more than 55,000 products worldwide, including health care items such as compression bandages, wound closing Steri-Strips, cast and splint products and I.V. dressings.
In forming the partnership with 3M, Vikings owner and president Mark Wilf said in a statement: “3M is a company that is synonymous with science and innovation in the minds of millions of people around the world. We are thrilled to work with a Minnesota-based global innovator like 3M to enhance the game day experience for Vikings fans.”
The deal is the latest in a string of sponsorships between the Vikings and corporations, including Pentair, Polaris Industries, Ecolab, MillerCoors, Hy-Vee Inc., Land O’Lakes Inc. and CenturyLink.
3M officials declined to discuss how much the partnership costs.
Other corporations noted that their partnerships with the Vikings in some cases cost “millions.” However, their branding deals often have more signage with more exposure. For example, Polaris, Ecolab, Pentair and others have their name strewn across one of the giant entrance gates outside the stadium.
3M officials said that fans attending games will see 3M products tucked into every crevice of the building. 3M’s graphic films will be used extensively in banners, advertisements and displays. Its “DI-NOC” architectural laminates and fancy finishes will be used in concession stands.
3M also made 11 different fire barriers used inside the building and the semi-translucent polymers that were extruded to make the stadium’s lightweight roof.
3M also provided the ear plugs, safety goggles and hard hats used by construction workers over the two years it took to construct the building.
3M is well known for its optical films and sophisticated plastic polymers that carry different properties. 3M has been lobbied hard by animal rights advocates to manufacture a window film for the stadium that could be seen by birds that might otherwise fly straight into the glass and die.
There was no immediate update to where that project is.
“The Minnesota Sports Facilities Authority, the Vikings, 3M and the Audubon Society continue to work together on a potential bird-safe window film solution,” said 3M spokeswoman Fanna Haile-Selassie. “This cooperation is separate from [Tuesday’s] partnership announcement with the Vikings.”