The Minnesota Vikings of the National Football League (NFL) has appointed Seven League to run it’s social media channels for the upcoming NFL season.

As a result, Seven League, a digital sports agency, will take charge of the NFL team’s Instagram, Facebook and Twitter accounts in the United Kingdom and in Germany. 

Scott Kegley, executive director of digital media and innovation for the Vikings, commented: “The Vikings have an amazing fanbase, and many of those fans live outside the United States.

“Many may not ever get to attend a game or meet their favourite players, but it’s extremely important for them to feel close to the team. By opening social accounts for the UK and Germany, we view this as the first step towards building an even stronger connection with our fans overseas.”

The partnership sees the NFL franchise become the latest major sports property to be included in Seven League’s client portfolio, with the agency having already added the likes of FC Barcelona, Juventus, as well as the English Premier League, FIFA and UEFA.

The announcement comes days before the start of the100th NFL season, as the Vikings prepare to kick off at home against the Atlanta Falcons on 8 September.

Charlie Beall, consulting partner at Seven League, concluded: “The Vikings is a visionary club and their media team has an acute understanding that to develop in new markets a localised approach is required.

“We’re humbled that they’ve entrusted Seven League to be the custodians of their brand messaging in Europe and hugely excited by the value we think we can help drive for the team.”