EAGAN, Minn. – The Minnesota Vikings have named Morgan Kennedy as the team's vice president of partnership activation, events & special projects.
In her role, Kennedy will manage fulfillment and engagement efforts with Vikings partners, support partner contract extensions and renewals and lead the events department in planning and executing fan-facing tentpole events, including the annual draft party and training camp. She will report to Chief Marketing Officer Martin Nance.
"Morgan brings extensive experience from her previous roles where she demonstrated exceptional skills in partnership management and event planning," Nance said. "Her expertise in connecting data to brand strategy and creating meaningful partnership experiences, combined with her stellar reputation within the Minneapolis-St. Paul community, will be invaluable to the Vikings."
Kennedy most recently served as the chief marketing and growth officer for Minneapolis-based Atomic Data, an IT-as-a-service company with a focus on sports and large public venues. During her time, she implemented partnership and stakeholder management strategies and activation plans and helped reimagine the Atomic Data brand at a critical juncture for the organization. Kennedy also developed and implemented the company's first DEI strategy, focusing on clear policies for inclusion in work force planning, supplier diversity standards and team engagement initiatives.
Prior to joining Atomic Data, Kennedy spent 15 years in a variety of roles with Target Corporation. Her work spanned financial analysis, investor relations, public relations, partnership management, brand marketing and partnership marketing. As the director of partnership marketing, Kennedy led development of the company's partnership marketing strategy that focused on key partners like Apple, Disney, LEGO, Google, and Starbucks, as well as sponsorships in the NBA, MLS and MLB. She helped the partnership marketing team pivot during pandemic-related remote working, shifting to an audience-led strategy and media approach, and she drove Target's first unified sports strategy across marketing teams, creating cohesion and alignment in messaging and activation across all sports properties.
"I am honored to join the Minnesota Vikings and embrace the tremendous legacy they've built," Kennedy said. "I deeply believe in the power of sports to unite communities and am excited to connect people, ideas, and experiences, creating meaningful connections and lasting memories for our fans and partners."
Along with a successful professional career, Kennedy has been impactful in the Twin Cities nonprofit community. She is the president and co-founder of Aura Fund (previously Impact100 Twin Cities), a nonprofit dedicated to using collective giving of women to transform communities. In this role, Kennedy was named to the Twin Cities Business Top 100 People Likely to Make News and Drive Change in 2024. She was also honored as a Woman in Philanthropy at the 2024 Taste of the Twin Cities. Kennedy also serves as the board chair for The Sanneh Foundation, a Minneapolis nonprofit addressing the range of social determinants that empower youth.
Kennedy earned her bachelor's degree in finance and information systems from the University of Colorado and her MBA from the University of Virginia Darden Graduate School of Business Administration. Her first day with the Vikings will be Monday, Aug. 12.
