SKOL PRIDE
The 6th Annual Awards
- Diversity Equity Inclusion & Belonging
ABOUT THIS ENTRY
In 2023 June, the Vikings launched "SKOL Pride," an inclusive initiative celebrating individuality and diversity within the LGBTQIA+ community. The campaign featured a heart-shaped logo made of fingerprints in progressive flag colors, emphasizing the importance of embracing diversity and celebrating the individuality of each and every person without preconceptions. Through social media and their website, the team engaged audiences with informative posts and vibrant wallpapers during Pride Month. At Twin Cities Pride, staff, players, and alumni volunteered at the Vikings booth, offering interactive games, and selling exclusive SKOL Pride bucket hats and crossbody bags benefiting TC Pride. Teaming up with Fanatics, the Vikings also sold Pride shirts online and the Vikings donated their proceeds to TC Pride. A centerpiece of the campaign was a traveling community mural, where participants left their fingerprints.
How does this represent “Excellence in Engagement”?
The Skol Pride community mural exemplifies excellence in engagement by actively involving the community in its creation process. By inviting fans, stakeholders, and members of the LGBTQIA+ community to participate, the project fostered a sense of ownership and shared identity, making the mural a powerful reflection of collective pride within the Minnesota Vikings community. This innovative approach to fan engagement sets a new benchmark by demonstrating the impact of collaborative art projects in fostering a deeper connection between sports organizations and their fans.
Overall, the Skol Pride campaign not only celebrates diversity and inclusion but also serves as a model for how sports organizations can authentically engage their fans, promote social good, and inspire positive change within the industry.
Objective
The goal of this campaign was to demonstrate the Vikings' unwavering dedication to Diversity, Equity, and Inclusion (DEI) through a fresh, innovative, and engaging approach.
Strategy & Execution
Strategies:
- Community Engagement and Collaboration: The campaign actively involved the community in the creation of a shared piece of art that symbolized inclusivity and unity. By engaging stakeholders from the Minnesota Vikings organization, Twin Cities residents, and Vikings fans, the mural became a collective expression of support for the LGBTQ+ community.
- Fundraising through Merchandise Sales: To support Twin Cities Pride and its initiatives, the Vikings created unique, and trendy SKOL Pride merch, including a Bucket Hat and clear cross-body bag. These merchandise sales not only generated funds for TC Pride but also served as tangible symbols of support for the cause. By offering products that resonated with supporters, the project maximized its fundraising potential while promoting visibility for LGBTQ+ advocacy outside of Pride month.
- Leveraging social media: The project leverages digital and social media platforms to raise awareness, educate the public, and mobilize support. By utilizing social media as a tool for outreach and communication, the project amplifies its impact and reaches a broader audience.
- Execution at PRIDE Festival: Instead of merely declaring their support for DEI initiatives, the Vikings showcased their commitment through tangible actions that authentically engaged and resonated with their community.
Organizations
- Minnesota Vikings
- Twin Cities PRIDE
Links
Credits
Jackie Ramacher
Art Manager
Minnesota Vikings
Ashley Harris
Designer & Marketing Photographer
Minnesota Vikings
Amy Werdine
Project Manager
Minnesota Vikings
Tatum Everett
On-Air Talent/ Content Manager
Minnesota Vikings
Anne Doepner
Senior Director of Diversity, Equity and Inclusion
Minnesota Vikings
Andrew Miller
Chief Operating Officer
Minnesota Vikings
Jordan Ramsey
Partner Experience + Special Projects Manager
Minnesota Vikings
Tanya Dreesen
VP, Partnership Activation, Special Projects & Events
Minnesota Vikings
Laney Austin
Manager, Social Strategy & Business Impact
Minnesota Vikings
Alicia Dreyer
Creative Director
Minnesota Vikings
Kayla Plummer
Seasonal Photographer
Minnesota Vikings
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
