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When the Vikings line up against Green Bay Monday night the rivalry will be old, but the name of the field they're playing on will be brand new.
The Minnesota Vikings and Mall of America® announced a partnership Thursday for the naming rights to the field that has served as the team's home since 1982. The agreement states that the field will be called Mall of America Field at Hubert H. Humphrey Metrodome for a three-year period beginning October 5, 2009, and ending February 28, 2012.
"Branding the field as Mall of America Field represents an opportunity to share our name and image with an even larger nationwide audience," said Maureen Bausch, executive vice president of business development at Mall of America. "It also connects two treasured Minnesota brands - Mall of America and the Minnesota Vikings - which adds value to both companies."
As part of the agreement, Mall of America Field will be branded with new exterior and interior signage, as well as various promotional materials.
"This was a great opportunity for the Vikings to uniquely partner with a very prominent business that has a deep commitment to the Minnesota community," said Steve LaCroix, Vikings vice president of sales and marketing and chief marketing officer. "As another step in rebranding the stadium for the short-term, we hope Mall of America Field continues to give the team an important home field advantage while providing many exciting memories for our fans."
Mall of America has a long-standing relationship with the Minnesota Vikings. The team has hosted several past events at Mall of America; in the coming weeks, Vikings RB Adrian Peterson will make an appearance on October 13 and the Minnesota Vikings Cheerleader Holiday show is scheduled for November 9.
(Copyright 2009 by KARE. All Rights Reserved.)