The Sports Consulting Team

Minnesota United Football Club

As Vice President of Corporate Partnerships for Minnesota United FC, Marc Morgan oversaw multiple revenue streams for the Club and Allianz Field, including corporate sponsorships, premium seating, and suite sales. In addition, he played a key leadership role in the development and launch of the club’s home venue, Allianz Field.

Working closely with the club’s executive leadership team and development partner Mortenson, Morgan helped shape revenue strategy throughout the stadium planning and construction process - ensuring the venue maximized commercial opportunities while delivering a world-class experience for supporters.

Creating Allianz Field's Food & Beverage Experience

In collaboration with the stadium’s concessions partner, Delaware North, Marc Morgan developed and led a strategy to integrate local food and beverage brands into the stadium experience. The initiative was designed to elevate the fan experience while simultaneously achieving the club’s sponsorship and revenue objectives.

The result was a distinctly local culinary program that showcased Minnesota’s vibrant craft beverage scene, featuring partners such as Summit Brewing Company, Surly Brewing Company, Lupulin Brewing Company, Gluek Brewing Company, Lift Bridge Brewing Company, and Loon Juice.

These local beverage offerings were complemented by a diverse lineup of popular restaurant partners, including Los Ocampos, West Indies Soul Food, El Burrito Mercado, Brasa, Handsome Hog, My Burger, Hot Indian, The Buttered Tin, and Grand Ole Creamery - creating a stadium food experience that authentically reflected the local community.

If you manage a food or beverage brand and want to explore how your products can be featured in arenas, stadiums, or concert venues, we’d welcome the conversation. Reach out to learn how strategic venue partnerships can elevate your brand and drive new revenue opportunities.

Minneapolis - St. Paul Magazine 'what to eat at allianz field'

Allianz Field Construction + Non-Traditional Partnerships

The Challenge
The construction of a modern sports stadium requires coordination among a wide network of contractors, subcontractors, vendors, and industry experts. Aligning the interests of these diverse stakeholders—while ensuring fair value for each partner and maintaining a clear focus on the fan experience—can be a complex and demanding process. During the development of Allianz Field, Marc Morgan and his team were tasked with identifying ways to turn traditional construction relationships into strategic business partnerships that could benefit both the club and participating brands.

The Strategy
Morgan’s team worked closely with construction partners, vendors, and service providers to uncover opportunities for brand integration, business exposure, and long-term partnerships within the stadium environment. By aligning sponsorship strategy with the stadium development process, they created meaningful opportunities for construction and service brands to gain visibility and engagement with fans.

The Outcome
The result was a series of innovative partnerships that delivered high-profile exposure for construction brands and vendors while enhancing the stadium’s amenities and fan-facing experiences. These integrations helped create a venue that not only reflects the identity of the club but also provides a best-in-class gameday environment for supporters.

Minnesota united fc + ALLIANZ FIELD

Minnesota United Football Club

Creating Allianz Field's Food & Beverage Experience

Allianz Field Construction + Non-Traditional Partnerships

A FEW ALLIANZ FIELD CONSTRUCTION & VENDOR PARTNERS

Minnesota united fc + ALLIANZ FIELD

Minnesota United Football Club

Creating Allianz Field's Food & Beverage Experience

Allianz Field Construction + Non-Traditional Partnerships

A FEW ALLIANZ FIELD CONSTRUCTION & VENDOR PARTNERS

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