Lund Boats Partners with Minnesota Vikings, Spotlights New York Mills Facility

Lund Boats, the Minnesota-founded boat maker with manufacturing and operations in New York Mills, announced a new marketing and brand partnership with the Minnesota Vikings, timed to coincide with Lund’s presence at the Northwest Sport Show, March 5–8 at the Minneapolis Convention Center. Lund is scheduled at Booth #401 during the show and lists a specific meet-and-greet titled "MEET VIKTOR," set for 10:30 a.m. to Noon on Sunday, March 8.

The company framed the collaboration as a joining of two long-standing Minnesota brands. Jeromie Johnston, President of Lund Boats, said, "As a Minnesota-born brand, this partnership is incredibly meaningful to our team and our customers. 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."

Promotional materials and social posts outline planned activations across stadium and digital channels. Lund’s Instagram copy highlights "unique content, in-stadium visibility at U.S. Bank Stadium, player engagement," and a YouTube snippet promotes Lund as "the Preferred Fishing Boat of the Minnesota Vikings." Lund’s website uses the headline "TWO ICONS. ONE BOLD NORTH" and lists show activities including a "Lund giveaway," sign-ups for product updates, and the on-site appearance tied to the March 5–8 schedule, plus additional events throughout the metro this spring and summer.

Product marketing was prominent in Lund’s materials. The site features model names including 1875 Impact XS and the "Lund Skol! boat," alongside a long inventory list that ranges from TYEE GL and Alaskan to Pro-V Musky XS and Pro Guide. The company’s web copyright reads "Copyright © 2026," underscoring current promotional pushes around the partnership.

The collaboration is positioned as more than co-branding, with promises of expanded fan experiences and community engagement: the announcement describes the partnership as strengthening Lund’s presence in its home market and aligning with a recognized Upper Midwest franchise on shared values of quality, pride, performance, and community. Morgan Kennedy, Vice President, Partnership Marketing for the Minnesota Vikings, said, "We are proud to partner with another iconic Minnesota brand in Lund Boats. 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."

The public announcement was datelined March 5, 2026 from New York Mills, and materials include a few out-of-context fragments from vendor copy, for example "Sea Sure Rig Gauge ProCyclops 2024 Smartlink2 atto," and a truncated insertion that "describes Lund as th." For New York Mills residents, the partnership spotlights the local facility’s continuing role in production and brand activity as Lund leverages stadium visibility, fan activations, and a presence at Booth #401 during the Northwest Sport Show to connect lake-country customers with Vikings fans across Minnesota.