Airport Experience® News - Retail Issue 2026

INDUSTRY INSIGHTS

BEYOND ADVERTISING Reimagining Airport Partnerships At MSP

BY ANNE SAXTON, DIRECTOR OF CONCESSIONS AND BUSINESS DEVELOPMENT, METROPOLITAN AIRPORTS COMMISSION

ew places give brands the kind of access an airport can. With over 36 million travelers passing

with available advertising inventory, the MAC identifies opportunities where partnerships can improve the passenger experience, support community priorities, advance sustainability goals or enhance a sense of place. Sponsorship becomes more than brand placement — it becomes a way to solve problems and create value. Making these ideas work inside a busy airport requires close coordination across passenger flow, facilities, maintenance and design. The MAC retains approval and operational oversight so each partnership can succeed without disrupting daily operations. The program comes to life through partnerships that align business objectives with traveler needs. In April 2026, the MAC partnered with Red Bull to debut the Red Bull Work Wiiing, a 24/7 workspace in MSP’s Airport Mall that featured a branded vending

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through each year, Minneapolis-St. Paul International Airport (MSP) is one of the region’s most powerful platforms for reaching a large, diverse and captive audience. The Metropolitan Airports Commission (MAC), which owns and operates MSP, saw an opportunity to rethink traditional airport advertising. Instead of simply selling media inventory, the MAC created a Strategic Partnership Program that improves how brands show up in our terminals and how travelers engage with them. Partnerships With Purpose Our Strategic Partnership Program starts with a simple question: What do the airport and travelers need? Rather than beginning

Above: Anne Saxton, director of concessions and business development, Metropolitan Airports Commission

Right: Red Bull Work Wiiing, a 24/7 workspace in MSP’s Airport Mall, debuted in April 2026. Photo by Annie Hendrickson

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AX NEWS SEPTEMBER 2026