Minnesota has a history over the last 40 years of being the site for many of the biggest sports events in America. Now comes another triumph with Minnesota Sports and Events (the non-profit regional sports commission) hosting the 2028 NFL Draft in partnership with the Vikings.
Vikings executive Lester Bagley, who works with MNSE, described bringing the draft here for the first time as a “huge honor.” In a recent interview with Sports Headliners, he talked in depth about the draft and other possible NFL events that hold his interest and that of MNSE which represents Minneapolis, Saint Paul and Bloomington.
The annual draft, including the first round, draws huge TV audiences with numbers at times reportedly over 13 million. At the various host cities, attendance records keep being set with Pittsburgh this spring going over 800,000.
“When they come to Minnesota, we’re not gonna break the record,” Bagley said. “It’s going to be more of a unique, Minnesota iconic event. So, TBD on a lot of that.
“What does it look like (for instance) …using the Mississippi River front (and the) Nicollet Mall? It’s clear that it will be on…the commons (area) on the doorstep of US Bank Stadium (as the draft event anchor).”
Minneapolis has been the site of two Super Bowls and Bagley noted that the draft is “not as corporate” as the biggest annual event in American sports. Spread over three days, the draft offers a variety of free activities for fans including the throng that stands in front of the stage when the 32 NFL teams make their player selections.
There will be immersive NFL exhibits, games, and entertainment. Live entertainment and community events will be part of how Minnesota localizes the draft experience.
Getting the nod from NFL headquarters to play host doesn’t come from making a few phone calls. Bagley said the Vikings and MNSE worked for more than five years to make it on the schedule as a future draft city.
The group showed NFL leaders its vision and plan. They attended each draft and stayed in front of league leaders with lobbying efforts. “We wore them down. Commissioner (Roger) Goodell told me that directly,” Bagley said.
The draft will economically benefit not just Minneapolis, but other parts of the metro including Bloomington and Saint. Paul. About 30 percent of fans will come from out of town, making an impact on lodging and other parts of travel.
After Detroit hosted the 2024 draft, the economic impact was reportedly over
$200 million. A similar economic benefit is projected for here, with a cost that could be about $20 million.
The NFL Scouting Combine has been staged in Indianapolis every year since 1987. Bagley said “a little energy” has been spent locally on whether Minnesota might be a host someday.
“The NFL hasn’t yet decided (on future combine sites),” Bagley said. “I think they’re torn because I think a lot of the insiders and the GMs—they’re pretty comfortable in Indianapolis. So, they have not made the move to take it on the road yet. But we’re interested.
“The challenge for the combine is how do you make that a fan event? How do you get 30, 40, 50,000 people that come in and watch players do exercises? Other than the quarterbacks and the high-profile players.”
While the combine was originally a closed door event, the NFL has already begun engaging a bit with fans, allowing them to view players and see NFL memorabilia. The Vikings will monitor developments as they’re doing with the evolution of flag football.
The NFL is a major investor and promoter of flag football at various levels and ages across the country including Minnesota where the Vikings are an active partner. Flag football championships could one day be staged in NFL stadiums and that includes US Bank Stadium.
The stadium opened in 2016, and reviewers praised the facility that is owned by the state of Minnesota. “It’s still the No. 1 stadium in the NFL, according to a lot of the media that poll it from outside of the market,” Bagley said. “But also, so do a lot of the players and the coaches, and they talk to our players and coaches and say what an amazing facility you guys have here.”
Tax revenues from pull tabs gambling funded the state portion of building the public-privately financed facility. Bagley, who played a lead role in the realization of the stadium, said that money stream needs to be turned back on to help with maintenance and repair of the venue. Construction costs from bonds for the stadium were paid off 23 years early, saving millions in interest.
Former Twins Executive to Lead Winter Carnival
Patrick Klinger, the former Twins Executive Vice President of Marketing, is the new President & CEO of the Saint Paul Festival & Heritage Foundation. That organization runs the Saint Paul Winter Carnival and other community celebrations in the city.
The Winona native and Saint Paul resident is most recently the owner of Agile Marketing Partners consulting firm that advised companies, sports organizations, and nonprofits on sponsorship strategy, brand development, community engagement, and partnership marketing.
Prior to starting Agile, he spent 14 seasons with the Twins and led award-winning marketing and fan engagement initiatives earning regional and national recognition. An engaging and talented professional, he is a recipient of seven regional Emmy Awards and a Silver Effie Award.
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