Vikings consider partnership with lottery

May 24th, 2009 – 5:56 PM by Judd Zulgad

The Vikings are among the NFL teams considering a partnership with their state lottery after league owners passed a resolution last week enabling teams to sign licensing deals with state-sponsored lotteries.

Steve LaCroix, Vikings vice president of sales and marketing and chief marketing officer, said today that the team has “had discussions with the Minnesota State Lottery marketing staff,” and is investigating the potential of a partnership.

The New England Patriots and Washington Redskins already have agreed to deals in Massachusetts and Virginia, respectively, and Newsday reported that the Giants are considering agreements with New York and possibly New Jersey.

The fact that NFL owners moved forward with this is interesting because of the league’s strong anti-gambling stance. However, the league justified the action because sponsorship agreements with state lotteries will not be tied into the final result of any of its games. The current state of the economy certainly had an impact on the decision, given that these sponsorships will create additional revenues.

It’s not surprising that the Vikings are being proactive on this matter considering the team’s need to generate income. The Vikings, who have been unsuccessful so far in their quest  for a new stadium, have the lowest stadium revenue in the NFL playing in the Metrodome, and were ranked last among the league’s 32 teams with a value of $839 million by Forbes magazine last summer.

Other teams that reportedly are looking at lottery-related sponsorship deals are the Baltimore Ravens, Detroit Lions, New York Jets and Tennessee Titans.

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