Executive Vice President & Chief Marketing Officer, Minnesota Vikings
Chapter Board - Minnesota
Entering his 15th season with the Vikings, Steve LaCroix serves as the team’s Executive Vice President & Chief Marketing Officer. LaCroix oversees all aspects of Vikings-generated revenues. He also leads the team’s radio and television programming, websites, digital and social media initiatives, merchandise and e-commerce operations, community and special events, marketing partnerships, advertising, branding, promotions, graphic design, fan relations and game day activities. LaCroix’s sales and marketing team is responsible for the transition of fans, corporate partners and the Vikings game-day experience to the University of Minnesota campus over the 2014 & 2015 seasons.
Following the passage of stadium legislation in 2012, LaCroix immediately began a significant role on the Vikings stadium team, assisting with the design and construction process. He is also directing all sales, marketing and revenue-generating initiatives for the new facility set to open in 2016, including pursuing Naming Rights, Founding Partnerships, technology solutions and brand integration opportunities for the facility as well as overseeing multiple new offerings related to season tickets, premium seating, club seats and suites located in the stadium. Together with Van Wagner Sports & Entertainment, the third party assisting the Vikings in the sales process, LaCroix developed and managed the opening of the New Stadium Preview Center and its adjacent downtown Minneapolis offices. The Preview Center is a 7,500 square-foot interactive space, designed to give Vikings fans their first detailed look at the new stadium amenities and the future game experience, is the largest ever built by an NFL team and overlooks the stadium construction site. LaCroix and the Vikings continue to explore all avenues and emerging technologies to ensure the new stadium provides the premier fan experience for all Vikings fans.
In his Minnesota tenure, LaCroix has led a variety of additional new initiatives, including the team’s introduction of an enhanced Norseman logo and new uniforms in 2013, the second uniform change under LaCroix’s leadership. The club has also brought radio and television broadcast rights in-house and started year-round weekly television and radio programming. The Vikings have had multiple full re-designs of vikings.com and opened Vikings Locker Room official retail stores. Fans have been treated to the introduction of Viktor the Viking, the official team mascot, and the Skol Line drum line. Under LaCroix, he Vikings sellout streak reached 144 games at Mall of America Field.
Also included in LaCroix’s accomplishments is the launch of the Vikings Entertainment Network (VEN) in 2009. LaCroix helped take VEN to the next level with a first-class production studio at Winter Park, which was unveiled during the 2010 season and plays host to weekly TV and radio shows throughout the year. The studio is the home for Vikings-exclusive content creation for vikings.com.
Prior to joining the Vikings, LaCroix worked as the Director of Sponsorship Sales for Pacers Sports and Entertainment in Indianapolis, IN, from 1999-00. His main responsibilities included overseeing the corporate sales efforts for the National Basketball Association’s Indiana Pacers, the WNBA’s Indiana Fever and other sports and entertainment events held at Conseco Fieldhouse, for which he negotiated the naming rights deal. Conseco Fieldhouse (recently renamed Bankers Life Fieldhouse) is widely considered one of the premier venues in the NBA and elevated the Pacers into the top third of the league in local revenue, despite being the NBA’s fifth-smallest market. LaCroix’s tenure with Pacers Sports & Entertainment began in 1991 as an intern in ticket sales.
LaCroix earned his bachelor’s degree at the University of Iowa and his master’s at Western Illinois University.