Tunheim helped Minnesota secure one of the most iconic sporting events in the world — the NFL Super Bowl.

Insight

Minnesota’s decision to invest in a new world-class, multi-purpose facility was about more than football. It was to position our region as an international cultural and sports destination: enter the NFL Super Bowl bid for 2018.

Following legislation for construction of a new stadium, the state of Minnesota and the Minnesota Sports Facilities Authority (owner and operator of the new stadium), made it their mission to bring one of the world’s highest-rated media events and biggest water-cooler moments into our backyard. As the previous site for Super Bowl XXVI in 1992, Minnesota and the Twin Cities knew a thing or two about hosting the big game — especially with Marilyn Carlson Nelson returning as co-chair for the 2018 Bid Committee.

Of course, Minnesota’s goal to host the game has evolved from a single event, the Super Bowl, to numerous exciting and ancillary events taking place in the days leading up to game day. The 2018 bid had to be a dynamic proposal highlighting Minnesota’s strongest offerings — nearly 50 venue options, more than 180 hotels and an impressive Mall of America expansion — while showcasing our well-connected transportation and skyway systems.

Strategy

Beyond the “you betcha” Minnesota clichés, Tunheim helped identify our state’s narrative throughout the bid process — informing the story and key messaging from the initial case statement, owners’ meeting and site visit to the final 15-minute presentation in Atlanta.

Tunheim navigated multiple partners: the Bid Committee, the Steering Committee and Communications Task Force to translate our Super Bowl bid into a compelling, thoughtful and uniquely Minnesotan proposal.

Results

Minnesota was selected as host of Super Bowl LII in 2018. As a state known globally for innovation, sustainability, education and civic engagement, Minnesota’s winning Super Bowl LII bid was the result of outstanding storytelling and community partnership.

Hosting an event of this magnitude allows Minnesota to fully realize a strong return on the investments made in its people and in our new stadium.