Martin Nance of the Minnesota Vikings on Brands Pushing Boundaries

And how sports encourages us all to be better

Martin serves as EVP and CMO of the Minnesota Vikings. He oversees marketing, sponsorship activation, events, premium services, creative, sales analytics and the Vikings Entertainment Network. Prior to joining the organization in 2021, Martin held senior positions at PepsiCo/Gatorade, and also worked at the NFL league office on corporate development and revenue generation.

Earlier, Martin had a celebrated career as an NFL wide receiver for Buffalo, Minnesota and Pittsburgh. He won a Super Bowl as a member of the Steelers.

We spent two minutes with Martin to learn more about his background, his creative inspirations and recent work he’s admired. 

Martin, tell us …

Where you grew up, and where you live now. 

I grew up in St. Louis and now live in Minneapolis, Minn. While most of my life has been in the Midwest, I’ve had some wonderful times living on each coast and enjoy exploring the world.

Your earliest sports memory.  

Playing basketball in my basement with my best friend. He and I would battle back and forth, imagining we were both M.J., needing to score the final basket. We could play for hours.

Your favorite sports team(s). 

Most definitely the Minnesota Vikings.

Your favorite athlete(s). 

Usain Bolt, Serena Williams and Lionel Messi. I’ve been fortunate to work with them across brand initiatives over the years. All were the absolute best at their sports and terrific to work with. And today, I get the opportunity to work with Justin Jefferson. He’s the same as those stars, the best at what he does and a wonderful person.

Your favorite sports show or podcast. 

The Pivot Podcast. It’s great to see those guys creating such positive conversations. Ryan Clark was a teammate of mine with the Steelers, so I’m always pulling for him to succeed.

Your favorite sports movie and/or video game. 

Madden by EA Sports. Every year they find a way to raise the bar.

A recent project you’re proud of. 

The Vikings Winter Warrior uniform launch in conjunction with our “Winter Whiteout” fan initiative on Monday Night Football. Our team used three seasons to build a fan ritual and designed a first-of-its-kind Vikings-themed uniform. It engaged every aspect of our organization and was a fun example of what we’re capable of doing together.

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Someone else’s project that you admired recently. 

I’ve been particularly impressed with Levi’s teaming up with Beyoncé. This partnership not only breathes fresh life into the brand but also attracts a new, younger audience. Similarly, Delta Airlines has caught my attention with how intentionally they’ve positioned themselves as a premium service provider. As a frequent flyer, I may be a bit biased, but it’s fascinating to see how they align their identity with every detail of the customer experience. As marketers, we can all appreciate when a brand’s vision is seamlessly applied to everything they do.

What sports can do that nothing else can. 

Sports can inspire you, excite you, make you laugh and make you cry—all in one afternoon. It’s through these shared experiences that sports brings us together and encourages us to be better.

What you’d be doing if you weren’t in the sports world. 

I love building new things. If I weren’t in sports, I’d be focused on opening doors and creating new avenues for others. I love the idea of taking something old, reimagining it and launching it into the world.