Hartman: Super Bowl will improve Vikings' profitability

  • Article by: SID HARTMAN , Star Tribune
  • Updated: May 23, 2014 - 11:50 AM

Owner Mark Wilf said the team hopes to settle on stadium naming rights in the near future.

The last survey of the values of NFL franchises had the Vikings, with the new stadium on the way, at 21st in the league at $1.007 billion.

Now that they have landed the Super Bowl for 2018, you can rest assured the worth of the franchise certainly will match that of the Baltimore Ravens, who were ninth at $1.227 billion, and become a lot more profitable.

And the presence of the Super Bowl should also boost the price of the stadium naming rights, something team owner Mark Wilf said the Vikings hope to get done in the near future.

The availability of Super Bowl tickets should also make it more attractive for the sale of seat licenses and season-ticket packages.

“We hope so,” said Wilf when asked if the Super Bowl should help with sponsorship and profitability. “Yeah, the fact that it shows that it validates that having a first-class, world-class venue like this makes it that much more attractive, and hearing from others that that’s the kind of facility we’re building is helpful.

“Hopefully [the naming rights are sold] soon. We’re working on it, and I think having an event like the Super Bowl will help us with the sponsorship.”

Asked what sold the NFL owners on Minneapolis as a Super Bowl site, Wilf said: “I thought we really put a good package together, a good, competitive bid, which showed off a lot of the great venues and facilities we have in the Twin Cities, and starting off at the top of the list was our new stadium. I think we put a great bid together, and I did think we had a chance.”

Did the Vikings offer more financially than New Orleans?

“I think it was a combination. We offered some good incentives financially. We also offered a great legacy program — over $2 million, I think, to youth football and things of that nature,” said Wilf.

“Overall I thought we put our best foot forward.”

Moving forward

Wilf was straightforward when asked what’s next for the Vikings.

“Now we try to win one,” he said in reference to the Super Bowl. “But besides that, as far as hosting the game I know the committee is going to get right to work in terms of hiring the staff and start to put together the plans to make this happen. We at the Vikings will do everything we can to help make it a successful event and one we can be proud of.”

Wilf was asked for an update on the construction work underway on the east side of downtown.

“We’re moving right along,” he said. “Concrete is coming out of the ground, we had our first piece of steel brought in, so we’re on time. Again it’s a first-class, world-class building that we’re going to be having here in the Twin Cities. I think all Vikings fans are going to be extremely proud of the facility that they’re going to be able to watch Vikings games for years to come.”

McDonagh, Leddy thrive

Two players with Minnesota ties are playing great in the NHL conference finals.

Former Cretin-Derham Hall standout Ryan McDonagh was the fifth-leading scorer and leading defenseman for the New York Rangers with 10 points (five goals, five assists) through 16 playoff games. In Games 1 and 2 against the Montreal Canadiens, both Rangers victories, McDonagh had two goals and four assists.

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