CREATING WIN-WIN PARTNERSHIPS
EVERY BRAND CAN BENEFIT THROUGH A PARTNERSHIP
Sports sponsorships with major teams and venues aren’t just for Fortune 500 companies or brands with massive marketing budgets. In reality, there are meaningful opportunities for almost all businesses to build impactful partnerships with professional and collegiate teams - often in ways that generate real, measurable business growth.
With the right strategy, sponsorships can go far beyond brand exposure. They can be structured to create direct business opportunities that deliver guaranteed revenue for the sponsoring company -often covering a portion, or even the full cost, of the sponsorship investment.
The key to successful sports partnerships is alignment—on both the sponsor and team side. Too often, marketing and sales teams operate in silos, each focused on their own metrics and departmental priorities. When organizations break down those barriers and align around shared business objectives, sponsorships become far more than marketing—they become powerful drivers of revenue and growth.
At THE SPORTS CONSULTING TEAM, we specialize in developing partnerships between brands and teams that are designed around measurable return on investment. By aligning marketing and sales business objectives with the unique platforms offered by sports organizations, we help create partnerships that deliver value for both sides. If you’re interested in exploring how to develop a sports partnership without a pre-set marketing budget, we can help identify opportunities that align with your business goals and deliver measurable value.
Below are a few examples of win-win partnerships we have developed through our work negotiating and structuring sports sponsorships.
Client: BOOMCHICKAPOP Partner: Minnesota Vikings
THE CHALLENGE
Originally launched as Angie's Kettle Corn, Dan and Angie Bastian began popping fresh kettle corn in their garage in Mankato, Minnesota. As they were introducing their product to the market, they connected with the Minnesota Vikings about selling it to fans attending the team’s annual training camp in Mankato. After sampling the product and recognizing its potential appeal to Vikings fans, Morgan identified an opportunity to create a partnership that could help grow both the Angie's brand and enhance the Vikings fan experience.
THE STRATEGY
As a new brand, Angie's Kettle Corn didn’t have the marketing budget for a traditional sponsorship with the Minnesota Vikings. Instead, Morgan structured an entry-level partnership by working with the stadium concessionaire to secure a tent outside the stadium where Angie’s could pop and sell fresh kettle corn. Starting with a single point of sale - supported by select Vikings pregame media promotions and offering a great product at a great price - Angie’s Kettle Corn quickly became a gameday favorite among fans.
THE OUTCOME
Exposure at Minnesota Vikings games quickly gave Angie's Kettle Corn instant credibility. Soon after the partnership launched, the product secured distribution in grocery stores across the Minneapolis–Saint Paul. As demand grew, so did the partnership. Angie’s expanded its relationship with the Vikings to include in-stadium distribution, designation as the Official Kettle Corn of the Vikings, and the right to feature the Vikings logo on stadium packaging. The brand later rebranded as Angie's BOOMCHICKAPOP and experienced rapid national growth before being acquired by Conagra Brands. Today, Angie's generates over $100 million in annual sales and is sold worldwide - success Dan and Angie credit in part to the early exposure and momentum created through their Vikings partnership.
Client: Mobilitie Partner: MNUFC & Allianz Field
THE CHALLENGE
As construction began on Allianz Field, leadership at Minnesota United FC made the decision to move to 100% digital ticketing, requiring strong network capacity so fans could reliably access mobile tickets at entry. Complicating matters, the stadium’s original design did not include Wi-Fi, making a powerful Distributed Antenna System (DAS) essential to support more than 19,000 simultaneous mobile users. California-based Mobilitie - an experienced stadium DAS installer - was in a highly competitive industry and seeking opportunities to expand its portfolio of sports venue projects.
THE STRATEGY
Working with local technology partner Atomic Data, Marc Morgan quickly developed an understanding of DAS technology and its impact on the fan experience at Allianz Field. He proposed a strategic partnership naming Mobilitie the Official DAS Partner of Minnesota United FC. The agreement provided Mobilitie with unique business development opportunities, including private stadium tours to showcase the DAS system, premium seating to host commercial construction leaders, and the ability to develop an industry case study highlighting the Allianz Field deployment.
THE OUTCOME
Mobilitie secured a long-term, multi-million-dollar partnership with Minnesota United FC and won the DAS installation contract for Allianz Field through construction partner Mortenson. Mobilitie then leveraged the partnership to expand its stadium portfolio, securing additional DAS projects at TQL Stadium - home of FC Cincinnati - and Crypto.com Arena, home to the Los Angeles Kings, Los Angeles Lakers, Los Angeles Clippers, and Los Angeles Sparks.
Client: UND Partner: Minnesota Vikings
THE CHALLENGE
The University of North Dakota was experiencing declining student applications from key Midwest recruiting markets. The university was investing in traditional marketing—billboards and media campaigns in the Minneapolis–Saint Paul market—but these efforts lacked measurable return on investment. UND had established a clear Customer Acquisition Cost for each student application. The challenge was simple: Find a marketing strategy capable of delivering measurable applications—not just impressions.
THE STRATEGY
Working with UND and the Minnesota Vikings, Morgan developed a unique recruiting platform: The Vikings + UND & ME Scholarship Program - a team-branded scholarship designed specifically for prospective UND students. To apply, students were required to complete an application on the Vikings website and submit a personal statement explaining why they should receive the scholarship. The campaign was amplified through a Vikings sponsorship including media platforms, and endorsement by UND alumnus and popular Vikings player Jim Kleinsasser. Kleinsasser's endorsement included appearances on billboards, in radio commercials, press releases, and Vikings digital and social media channels.
THE OUTCOME
UND entered the partnership knowing that generating 100 new applications would cover the full value of the sponsorship investment. When the application deadline passed, the results far exceeded expectations. The campaign generated more than 300 new student applications, tripling the break-even threshold and significantly outperforming UND’s traditional advertising campaigns. The partnership not only delivered measurable marketing ROI but also provided UND with a high-profile platform to reach prospective students across the Midwest. Most importantly, the scholarship program created life-changing opportunities for students who otherwise may not have had access to higher education.
A FEW MORE WIN-WIN PARTNERS WE'VE HELPED
