ABOUT THE MINNESOTA VIKINGS
The Minnesota Vikings are more than an NFL team. They are a community-focused organization that brings fans and families together, with a deep commitment to the fans that make Viking Nation so special.
Sprocket partnered with the MN Vikings to provide data-driven recommendations to keep fans safe during COVID-19.
The Challenge
The Minnesota Vikings, and all professional sports teams, faced an incredible challenge as their 2020 seasons collided with the global COVID-19 pandemic. Illustrating their commitment to their fans’ safety, the MN Vikings partnered with other area professional sports teams and the Minnesota Governor’s Office to provide data-driven recommendations about how to approach the 2020 season safely. The Vikings asked Sprocket to help gather fan feedback and expectations.
The Approach
We began by speaking directly to a group of MN Vikings fans. We used a large quantitative study to quantify fans’ perceptions of COVID, their safety expectations for the upcoming season, and their comfort level with different touch points throughout game day.
Sports & Entertainment
Customer Research
Analytics
Strategy
Survey
The Result
In partnership with the Minnesota Governor’s Office and the other area professional teams, the Minnesota Vikings used the results of this study to inform their decision-making for the 2020 season, electing to play the season without fans in an effort to keep fans safe.
