"Mall of America Field": WHAT?!!

Vikings reach deal to play on 'Mall of America Field'

Excerpt:

The Minnesota Vikings and Mall of America® announced a partnership Thursday for the naming rights to the field that has served as the team's home since 1982. The agreement states that the field will be called Mall of America Field at Hubert H. Humphrey Metrodome for a three-year period beginning October 5, 2009, and ending February 28, 2012.

"Branding the field as Mall of America Field represents an opportunity to share our name and image with an even larger nationwide audience," said Maureen Bausch, executive vice president of business development at Mall of America. "It also connects two treasured Minnesota brands - Mall of America and the Minnesota Vikings - which adds value to both companies."

As part of the agreement, Mall of America Field will be branded with new exterior and interior signage, as well as various promotional materials.

"This was a great opportunity for the Vikings to uniquely partner with a very prominent business that has a deep commitment to the Minnesota community," said Steve LaCroix, Vikings vice president of sales and marketing and chief marketing officer. "As another step in rebranding the stadium for the short-term, we hope Mall of America Field continues to give the team an important home field advantage while providing many exciting memories for our fans."

Media outlets (mostly) reject Mall of America Field moniker

Excerpt:

Three weeks ago, the Vikes announced that the Metrodome's playing surface would be re-branded "Mall of America Field." Technically, it's "Mall of America Field at Hubert H. Humphrey Metrodome." More cash for the team, more aural diaper rash for the rest of us — so it goes in corporate sports.

But corporate media, at least on the home front, isn't giving MOAF its due. The Strib studiously refuses to use the moniker, except sarcastically or on its Vikings cheerleader blog.

The Associated Press has no rule against MOAF, says Minnesota news editor Doug Glass, but "If context required mentioning the venue, our sports writers would certainly be more likely to use Metrodome given the building's long-established identity for sports fans both here and nationally."

Comment: It's the Hubert H. Humphrey Metrodome