On game day in Minnesota the clocks dotted around U.S. Bank Stadium don’t count down to kick off. Instead, they tick towards ‘Showtime’.
Every home game, for 20 minutes before battle commences on the field, the Vikings deliver a meticulously planned, all-out assault on the senses of their 67,000 fans.
There are cheerleaders, a drumming line and even snowflakes falling from above. Everything is carefully constructed to build to a deafening finale: the franchise’s iconic Skol Chant and Gjallarhorn.
On Sunday, the Vikings will bring their Gjallarhorn and a taste of what it’s like to watch a game in Minnesota when they turn a corner of North London purple to play Aaron Rodgers and the New York Jets.
That’s because Kevin O’Connell’s team may have a perfect record in the NFL right now, but the Vikings are determined to conquer internationally, too.
The Minnesota Vikings are 4-0 and their next game is against the New York Jets in London
Jets fans are known to create a fervent atmosphere and ‘Showtime’ undoubtedly plays a part
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‘We want to try and bring the passion, spirit and excitement that we have here on game day over to the UK,’ co-owner Mark Wilf told DailyMail.com in Minnesota before their statement Week 2 win over the San Francisco 49ers.
‘We’re fortunate to play there (London). It’s going to be our fourth visit, and we have a special connection with the UK. We fully support what the NFL and commissioner (Roger) Goodell are doing in terms of growing the game internationally.
‘We want to be a franchise that is first class in every way. One that is about the fans and, as stewards of this great franchise, we just want to make sure we’re connected well to our fans, connected strong to our community and we do everything in a first-class way that everyone can be proud of.
‘Coach O’Connell and Kwesi (Adofo-Mensah – the team’s GM) and our entire operation are trying to build a culture of inclusivity. And we want to win championships. Let’s not make any mistake about it, that’s really what we ultimately want and we think we’re on a good track for that.’
The Wilf family’s commitment to being best in class is everywhere you look around this franchise. It is one that honors its history but is also trying to forge a bright future.
The Vikings were voted best for game entertainment in the NFL, largely thanks to ‘Showtime’, has a 99 per cent season ticket renewal rate and has the No. 1 show rate for the second-straight season, meaning U.S. Bank Stadium is practically full when kick off arrives.
The team’s iconic Gjallarhorn will be in London and will be blown before the Jets game
(L-R) Vikings head coach Kevin O’Connell, wide receiver Justin Jefferson, GM Kwesi Adofo-Mensah and co-owner Mark Wilf
In the important annual NFL players’ association rankings, the Vikings were second best out of 32 teams. The Wilf family and O’Connell were voted the second-best ownership and head coach, respectively.
U.S Bank Stadium may have cost $1.1billion to construct but it’s widely acknowledged to be one of, if not the best arena in the NFL. So, too, is the team’s $90m TCO Performance Center that is a state-of-the-art facility.
Laying the groundwork for success was step one. They are now starting to see the results of that investment on the field.
Victory against the Jets in London would only add to the noise around this impressive young Vikings team that’s already being billed as Super Bowl contenders after a flying 4-0 start.
The NFL’s only other perfect team right now? That would be the Kansas City Chiefs, who are chasing a third-straight Vince Lombardi trophy.
It’s therefore the perfect time for the Vikings to continue their surge into the UK market, thanks to the rights given to them by the NFL’s Global Markets Program.
The Vikings still have the most social media followers of any NFL team in the UK and they are driving interest in the game through a wildly popular flag football program, which will have a schools tournament in Newcastle this time around.
U.S. Bank Stadium cost over $1billion to build but is recognized as one of the NFL’s best venues
The Skol Chant is one of the most famous sights in the NFL and will be out in force on Sunday
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There’s also a hectic schedule of events as the Vikings, who are making their fourth appearance in London, try to make a splash across the Atlantic.
It certainly helps to have a megastar within your ranks. Justin Jefferson, who signed a four-year, $140m contract in June, is exactly that and somebody who transcends the sport.
Last season he let Netflix’s cameras into his life for the popular ‘Receiver’ docu-series that aired this summer and opened the wider world up to his talents. He watched the same crew cover Kirk Cousins for ‘Quarterback’ a year earlier.
With his sweet tooth and iconic Griddy celebration, Jefferson has set record after record in his four seasons in Minnesota. After four weeks of this one, he is fifth in receiving yards and has four touchdowns, including a remarkable 97-yard score against the 49ers.
‘I love London. I didn’t love that we didn’t have the chance to really explore London and the city,’ he said of the 2022 visit.
‘We went to London with a plan to win a game and to come out on top is always a wonderful feeling, especially the plane ride back home, that’s the best feeling in the world. I love the growth internationally. More fans, more people get to be exposed to the game that we play.
‘Going into their country and playing in a whole different environment with a whole different fan base, it’s not your normal fans, it’s a whole different fan base from a whole different country.
‘The experience is phenomenal and hopefully we can get to explore different countries, but I love the idea of expanding the game.’
Jefferson is the team’s star player and one of the best wide receivers throughout the NFL
O’Connell is excited to play in London with his team currently having the joint-best NFL record
Asked where he’d choose if he was told he could play anywhere in the world, Jefferson replied: ‘I know it’s far, but Dubai would be a crazy game.
‘I just want the experience of going to any place and meeting new fans and interacting with new fans, it goes to show you how much love the game of football really travels around the world.
‘I’m just excited to be able to play again in London this year and go out for the fans again.’
And how is life now without the cameras following his every move?
‘It’s a little weird but I love not having the cameras around me and love not having to go home and record some stuff with the field crew. It’s a little bit lighter, I’ve got to think about less and worry about less,’ he continued.
‘That whole experience of being on the documentary, having the whole world see my process of being injured and coming back on the field, that whole entire season was a wonderful experience.’
A willingness to let Netflix follow your quarterback and top receiver in consecutive seasons shows the forward-thinking mentality of a coach like O’Connell.
At 39, he is one of the NFL’s brightest minds and has already won a Super Bowl as the offensive coordinator of Sean McVay’s Los Angeles Rams in 2022. His record in Minnesota is brilliant and only Andy Reid can match his results this season.
The Vikings last played in London in October 2022, winning a thriller against the Saints
A game in London may feel like a headache to some, but he’s embracing the challenge and knows it’s a unique opportunity for the franchise to grow globally.
‘You put a lot of time and energy planning what that week’s going to look like, both our prep here and then what we do when we go over there, and then you actually get there and you realize just how much of a special experience it is for you,’ he said.
‘I’m a huge fan of these games, I really am. I always feel – I’ll just never forget the juice in the stadium that you feel, regardless of who the home team, the away team, all that is.
‘You just know, A, I know we’ve got a lot of Vikings fans in that part of the world, and B, it’s just the energy and enthusiasm for football, our version of football, that is really exciting because I think it’s really cool for our game and for the league to really make our special game a little bit more known worldwide.
‘This year I’m looking forward to actually staying there Sunday night and allowing our players and their families to enjoy a post-game London. It’ll be great.’
As an organization, the Vikings only seem to be going one way. Harmony off the field is breeding phenomenal results on it with an ownership, GM, coach and team all joined together in the pursuit of that elusive Super Bowl win.
It is impossible not to be impressed by the Vikings. Everything is in place for them to conquer the UK when they bring a taste of Minnesota to London this week.