NEW YORK MILLS, Minn. – March 5, 2026 – Lund Boats today announced a new partnership with the Minnesota Vikings, uniting two iconic brands that have been trusted and celebrated across Minnesota for generations.
The collaboration strengthens Lund’s presence in its home market while aligning the brand with one of the most recognized sports franchises in the Upper Midwest. Built on shared values of quality, pride, performance, and community, the partnership reflects a deep connection to Minnesota culture and the passionate fans who define it.
“As a Minnesota-born brand, this partnership is incredibly meaningful to our team and our customers,” said Jeromie Johnston, President of Lund Boats. “For decades, Lund has represented craftsmanship, durability, and performance on the water. The Minnesota Vikings embody that same commitment on the field. Together, we’re celebrating the traditions that make this state special, from early mornings at the lake to Sundays at U.S. Bank Stadium.”
Launching at the Northwest Sport Show
The partnership announcement will coincide with Lund’s presence at the Northwest Sport Show, March 5–8 at the Minneapolis Convention Center, reinforcing the brand’s deep roots within Minnesota’s outdoor community.
To help kick off the collaboration, Vikings mascot Viktor the Viking will make a special appearance at Lund’s Booth #401 on Sunday, March 8, offering fans photo opportunities, autographs, and interactive experiences celebrating the new partnership.
Year-Round Engagement and Visibility
The partnership will feature co-branded content, in-stadium visibility at U.S. Bank Stadium, player engagement opportunities, and exclusive promotions designed to connect with Vikings fans and outdoor enthusiasts alike. Lund will also support select Vikings community initiatives across the state, further strengthening both organizations’ commitment to giving back.
“We are proud to partner with another iconic Minnesota brand in Lund Boats,” said Morgan Kennedy, Vice President, Partnership Marketing of the Minnesota Vikings. “Our fans have a deep connection to the outdoors and the traditions that make Minnesota unique. With Lund’s longstanding dedication to excellence, they complement our mission to create meaningful experiences for our fans across the state. Both organizations are built on decades of trust from Minnesotans and that shared foundation makes this partnership a natural fit.”
Founded in 1948, Lund Boats has built its reputation as “The Ultimate Fishing Experience,” recognized for engineering excellence, durability, and craftsmanship. Established in 1961, the Minnesota Vikings remain one of the NFL’s most storied franchises with a loyal and multi-generational fan base.
Through this partnership, Lund Boats and the Minnesota Vikings will deliver elevated fan experiences, expanded brand visibility, and meaningful community engagement that celebrates the state they both proudly call home.
About Lund Boats
Founded in 1948 in Minnesota’s lake country, Lund® has been producing aluminum and fiberglass fishing, sport, hunting, and utility boats built to exceed the demands of the most dedicated outdoorsmen. Founder Howard Lund set out to build the most durable and functional aluminum fishing boats in the industry, a commitment to craftsmanship and quality materials that continues today.
For more than 75 years, Lund has become the most revered name in aluminum fishing boats, known for industry-leading resale values and boats passed down from generation to generation. The company continues to lead with a reputation for building boats that last a lifetime and beyond.
