University of Minnesota

Drawing on years of partnership experience, Elevate identified qualified prospects whose missions and values aligned with the University of Minnesota. By recognizing the deep, shared land-grant values between the University and Blue Cross and Blue Shield of Minnesota, our team architected a statewide health and wellness initiative that preserves the beloved heritage of "The Barn" while unlocking massive, long-term commercial value for Gopher Athletics.

College athletics has never been more competitive, on the court and off it. For the University of Minnesota, staying ahead meant finding new ways to generate revenue into what matters most: elevating the student-athlete experience and strengthening the resources behind recruiting. Minnesota wasn't willing to trade away the gameday experience at the expense of fans. They needed a partner who could unlock new revenue streams while protecting, and ideally enhancing, the relationship with their fans. Crucially, this strategy needed to impact the entire state of Minnesota, reaching fans far beyond just the Twin Cities metro area.

Elevate secured the ideal partner for the University of Minnesota in Blue Cross and Blue Shield of Minnesota, an organization genuinely invested in enhancing the lives of students, faculty, staff, alumni, and Minnesotans across the state. This partnership preserved "The Barn," the name Minnesota fans have known and loved for generations. That decision kept the fan experience intact and honored the history that makes the venue special, proving that new revenue and beloved tradition don't have to be mutually exclusive.