University News
Vikings VP of Marketing, WIU Alum to Speak
April 16, 2008
MACOMB, IL -- A Western Illinois University sport management alumnus who is the vice president of sales and marketing for the Minnesota Vikings will speak at Western Monday, April 21 as part of 35th anniversary celebration of the department of kinesiology's sport management master's degree program.
Steve LaCroix will present "From NBA to NFL...A Look Into the Business of Professional Sports" from 10-11:30 a.m. and "Financial 'Keys' to Successful Professional Sports Organizations" from 1:30-3 p.m. The presentations, which are open free to the public, will be held in Horrabin Hall 78 on the WIU-Macomb campus.
A 1991 graduate, LaCroix is entering his eighth season with the Vikings. In his role of vice president of sales and marketing, he oversees all aspects of Vikings-generated revenues, including corporate sales, sponsorships, media sales, ticket sales, suite sales and hospitality. LaCroix also leads the team's marketing, radio and television programming, websites, new media initiatives, merchandise and
e-commerce operations, community and special events, marketing partnerships, advertising, branding, promotions and game day activities.
In each of his seasons with the Vikings, LaCroix has led the team to record-setting sales revenues. In 2007, the Vikings continued their sellout streak, reaching a total of 114 straight home games; launched a social networking website; and introduced the Vikings throwback uniforms that paid homage to the Vikings teams from the Super Bowl years in the 1960s and 1970s. In 2006, LaCroix and his staff undertook the successful introduction of a new, more modern design of the Vikings traditional uniforms. In addition, LaCroix's tenure has resulted in several new sales and marketing initiatives, including bringing radio and television broadcast rights in-house, the creation of weekly television programming, opening "Vikings Locker Room" official retail stores, a full redesign of vikings.com and the construction of two terrace suites that created the first premium seat offering in the Metrodome.
LaCroix serves on the NFL Club Business Working Group comprised of eight club executives to help shape strategies for implementing league and club initiatives. In addition, he serves on the steering committee of the National Sports Forum, the sports industry's leading annual conference. In 2005, LaCroix was invited to participate in the NFL-Stanford Program for Managers at the Stanford Graduate School of Business, a program developed by the NFL to promote development of leaders within the league.
LaCroix's charitable involvement includes serving as treasurer of the Viking Children's Fund, which has raised nearly $8 million since 1978 benefiting children's health, education and family services throughout the upper Midwest, including the University of Minnesota Department of Pediatrics. LaCroix also serves on the board of directors of Hunger Related Events and Summit Academy. Hunger Related Events has raised several million dollars for hunger related organizations through the creation of Taste of the NFL as an annual event at the Super Bowl and in many NFL cities. Summit Academy is a nonprofit vocational training and educational center that empowers residents in the most economically depressed neighborhoods in the Twin Cities to become educated, employed and self-supporting members of the communities.
Prior to joining the Vikings, LaCroix worked as the director of sponsorship sales for Pacers Sports and Entertainment in Indianapolis 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.
During LaCroix's tenure with Pacers Sports and Entertainment, which began in 1991 as a sales representative, the organization saw dramatic increases in sponsorship, ticket sales and other major corporate partnerships.
LaCroix's presentations are sponsored by the Visiting Lecturer Committee and the department of kinesiology's sport management program.
The WIU sport management graduate degree program, established in 1972, is one of the oldest sport management programs in the United States.
For more information on LaCroix's visit or on the sport management program, contact the kinesiology office at 309/298-1981 or kinesiology@wiu.edu or contact sport management graduate program coordinator Darlene Young at DS-Young@wiu.edu or 309/298-1225.
Posted By: Darcie Shinberger (U-Communications@wiu.edu)
Office of University Communications & Marketing
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