IMG extends partnership with the Minnesota Vikings to manage international digital marketing

The Minnesota Vikings has renewed its partnership with global sports marketing agency, IMG, to manage the NFL team’s international marketing output in the UK, Canada and Germany for the 2025 NFL season. The agreement extends the organisations’ long-standing relationship for an eighth season.

Under the renewed partnership, IMG will continue to deliver Out of Home (OOH) campaigns, content creation strategy and digital channel management for the Vikings’ international marketing initiatives. This season will also include TikTok and creator network initiatives for the first time, to build further brand awareness and help grow the team’s fandom beyond the U.S.

Martin Nance, Vikings Executive Vice President and Chief Marketing Officer, said: “We’re proud to renew our partnership with IMG, a long-standing and trusted collaborator in our global growth. Their expertise and support—across both digital platforms and on-the-ground activations—have helped us connect with fans around the world in meaningful ways.

“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.”

Stephanie Bulfin, Account Director, Digital, IMG, said: “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.”

The Minnesota Vikings have played a total of four international games since the launch of the NFL’s International Series and are the most successful franchise to have featured in regular season games outside of the U.S.. Kevin O’Connell‘s team are unbeaten on British soil, with their latest trip to Tottenham Hotspur Stadium in October 2024 culminating in a 23-17 victory over the New York Jets. The 2025 NFL International Series schedule will see the Minnesota Vikings play the Pittsburgh Steelers in Dublin, Ireland and the Cleveland Browns in London, England.

IMG has supported the Minnesota Vikings’ international marketing strategy since 2018, growing the NFL team’s digital community to more than 77,000 fans. Over the past four seasons, the partnership has delivered more than 16.5 million video views and 3.8 million engagements across the Minnesota Vikings’ international digital channels.

IMG recently led a series of immersive activations and fan-engagements events for the Minnesota Vikings’ 2024 NFL London Games, to help grow the team’s fanbase in the UK and build a long-lasting presence in the market. This included a week-long takeover at Greenwood sports bar in Victoria, branding activations across London, and social media ticketing initiatives, plus an immersive fan experience hosted at Outernet London at Tottenham Court Road that saw a footfall of more than 240,000 visitors.