Elevating the Season Ticket Member Experience: The Minnesota Vikings’ Personalized STM Hub with Rover

ABOUT THIS ENTRY

The Minnesota Vikings’ Season Ticket Member (STM) Hub, built utilizing the Rover Fan Experience Platform, is a mobile-first, personalized experience designed to elevate the value of membership and deepen fan connection. By transforming transactional touchpoints into meaningful engagement moments, the Hub redefined how the team connects with its most loyal fans—becoming a scalable, data-powered model for modern loyalty marketing in sports.

How does this represent "Excellence in Engagement"?

The Minnesota Vikings’ Season Ticket Member Hub sets a new benchmark in fan engagement by proving personalization, utility, and passion moments can work in harmony—and at scale. This wasn’t just a campaign; it was a marketing priority to enhance their member channel, deepen loyalty, and reshape how the team connects with its fans.

The Hub represents a shift from transactional communication to relationship-first marketing. Through personalized messaging, tenure recognition, one-touch rep access, and dynamic benefit delivery, the experience elevated the STM journey beyond expectation. It was a purposeful investment in satisfaction—not just retention—a branded ecosystem where members feel seen, celebrated, and central to the team’s success.

What makes this work exceptional is its scalability and strategic impact. Delivered via Rover, the STM Hub created 1:1 communication at scale, mirroring the sophistication of leading loyalty programs.

More than a digital tool, the STM Hub became the heartbeat of the STM Community—promoting offers, driving engagement, and giving fans a reason to feel proud of their membership.

It’s a replicable model for teams: combine automation, first-party data, and fan empathy to build deeper, more human engagement. This is what modern loyalty marketing should look like.

Objective

The Minnesota Vikings’ Season Ticket Member Hub was born from a strategic initiative led by the organization’s internal STM Committee, focused on enhancing the experience for its most loyal members. Through survey data and stakeholder insights, an opportunity emerged to elevate the value of membership by moving beyond transactional touchpoints and creating a more personalized, digital-first engagement. The goal: to enrich the STM experience and deliver a platform that feels as rewarding and dynamic as the fans themselves.

In response, the Vikings turned to the Rover Platform to develop a mobile-first, personalized digital experience designed to improve communication, amplify value, and deepen emotional connection between members and the team. The goal wasn’t just to inform—it was to engage, appreciate, and build stronger relationships through a more human, data-powered digital journey.

Integrated directly within the Vikings’ mobile app and powered by real-time Ticketmaster data, the STM Hub delivered tenure recognition, individualized benefit summaries, contextual messaging, and one-tap access to each member’s dedicated account rep.

The STM Hub quickly became the digital home of the STM Community—amplifying benefits, highlighting exclusive offers, and redefining what it means to feel connected to a team.

Strategy & Execution

The Season Ticket Member Hub was purpose-built for today’s modern sports fan: digitally fluent, emotionally invested, and expecting personalized, high-value experiences. Fans no longer respond to one-size-fits-all messaging—they expect communication that reflects their loyalty and value.

With that in mind, the Vikings created a mobile-first, personalized experience designed to improve satisfaction, deepen connection, and centralize STM engagement. Using Rover, the Vikings quickly launched the STM Hub, integrated real-time Ticketmaster data, and made updates throughout the season as they refined the experience—without the heavy lift of custom development.

Delivered through the Vikings’ app, the STM Hub featured “Member Since” recognition, personalized benefit summaries, renewal messaging, and one-tap access to dedicated reps—turning service moments into relationship-driven engagement. Gameday offers, exclusive content, and merchandise discounts elevated the experience from transactional to meaningful. Throughout the season, the Hub also featured partner activations on gamedays, adding another layer of value.

The STM Hub became a dynamic marketing channel, powered by Rover’s flexible content tools and automation—allowing the team to keep content fresh, targeted, and valuable all season long. What was once a fragmented experience became a unified, high-impact digital journey.

Organizations

• Minnesota Vikings
• Rover

Credits

Kim Ippolito
Digital Marketing & Media Manager
Minnesota Vikings

Charlie Boeckenheuer
Director, Ticket Sales & Service
Minnesota Vikings

Tessa Carter
Senior Manager, Ticket Sales & Strategy
Minnesota Vikings

John Coombs
Co-Founder & CEO
Rover

Phil St-Pierre
VP, Customer Success & Partnerships
Rover

April Whitzman
Senior Manager, Customer Marketing
Rover

Ryan Cardinal
Senior Manager of Digital Media and Marketing
Minnesota Vikings

Heather Larsen
Senior Director, Digital Marketing & Content Strategy
Minnesota Vikings

Max Morton
Manager, Season Ticket Member Services
Minnesota Vikings

Alyssa Erdman
Guest Experience Manager
Minnesota Vikings

Matt Johnson
Technology Solutions Manager
Minnesota Vikings

Meaghan Fors
Innovation Strategy Manager
Minnesota Vikings

Caroline Hink
Digital Marketing & Media Associate
Minnesota Vikings

Keifer Bell
Senior Customer Success Manager
Rover

Kevin O'Brien
Director, Product Enablement
Rover

Greg O'Brien
Creative Team Lead
Rover