Global sports and entertainment agency IMG has extended its tie-up with the Minnesota Vikings franchise of American football’s NFL.
Across the 2025 campaign, the agency will manage Vikings marketing across the UK, Canadian, and German markets, the four markets the franchise holds marketing rights for under the NFL Global Markets Program.
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This will include the creation of content campaigns and strategies through to the production and dissemination of social media and digital media to promote the team and its internationalization efforts
In the 2025 season, the Vikings will become the first NFL franchise to play back-to-back international games in two different countries in consecutive weeks, facing the Pittsburgh Steelers in Dublin, Ireland, on September 28, followed by the Cleveland Browns in London, UK, on October 5.
The agency states that since the partnership began in 2018, Vikings social media content has garnered over 16.5 million views and 3.8 million engagements on the team’s international channels.
For the first time, this partnership has been expanded to include social media platform TikTok, and creator network initiatives, through which well-known content creators will collaborate to grow the Vikings’ global profile outside the US.
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By GlobalDataVikings chief marketing officer Martin Nance paid tribute to the effect IMG has had on the franchise’s global marketing since the tie-up first began in 2018, commenting: “Together with our international marketing team, they’ve played a crucial role in delivering impactful experiences that align with our business goals. We value the relationship and look forward to building on our shared success.”
Account director for digital at IMG, Stephanie Bulfin, added: “The Vikings have a highly engaged community of international fans and we’re proud to continue bringing an authentic Vikings experience to those fans in the UK and beyond.
“IMG’s team of digital experts is helping some of the world’s biggest teams and leagues deliver unified and consistent international marketing, digital and event strategies, to drive long-term growth and power engagement across multiple channels and markets.”
