Airport Experience® News - Retail Issue 2026

INDUSTRY INSIGHTS

Above: Installation of Hydration “HydroStations” allowed the MAC to advance its sustainability goals while generating sponsorship revenue.

machine with coordinated promotion across terminal directories, digital displays, the MSP website, social media and other communications. The activation quickly gained traction with travelers: year-over year visits to the Airport Mall rose 8% and year-over-year passenger dwell time climbed by nearly 33%, particularly in 15-minute to two-hour stays. This heightened activity translated directly into commercial performance, as nearby concessionaires reported a 50% increase in Red Bull sales during the activation period. Together, these results underscore how intentional, traveler-centric design can drive meaningful engagement. General Mills , a global brand headquartered in Minnesota, took a different approach, transforming high traffic vending alcoves into colorful, Gushers-branded destinations using vinyl wraps and branded graphics. This added visibility showcased the power of advertising placements near key vending areas. Gushers sales rose by 52% over a three-month period. Other partnerships provide lasting amenities travelers use throughout their airport journey. As MSP’s official water sponsor, Pentair Water Solutions installed 10 HOPE Hydration HydroStations in high-traffic areas throughout the airport. The stations provide free chilled and filtered water while displaying real-time environmental benefits of using a reusable bottle. The stations diverted nearly five million single-use plastic bottles, advancing the MAC’s sustainability goals while generating sponsorship revenue. The partnership demonstrates how a sponsor can strengthen its brand by funding an amenity that delivers measurable value to both travelers and the airport.

Above, Right: MSP used an in-kind partnership model to promote the Special Olympics 2026 USA Games. Photo above by Annie Hendrickson

The program’s in-kind partnership model makes airport marketing accessible to organizations that might not otherwise have the budget for traditional sponsorship opportunities. Through an in-kind agreement with the Special Olympics 2026 USA Games , the MAC provided more than $152,000 in marketing, communications and operational support, including digital signage, static displays and co-branded messaging across MSP. The airport also hosted a media event for the Law Enforcement Torch Run Final Leg and shared travel and event information with athletes, families, event planners and more than 10,000 volunteers. Rather than promoting a product, the partnership raised awareness of the Games while reinforcing MSP’s commitment to accessibility and regional pride, strengthening the airport’s role as a welcoming gateway for visitors. A New Partnership Model In its first year, the MAC’s Strategic Partnership Program generated more than $1.5 million in executed sponsorship agreements and more than $350,000 of in-kind agreements, demonstrating the potential of a more strategic approach to partnerships. The program’s innovative approach has earned industry recognition, including

the Best New Non-Terminal Revenue Innovation Concept award from Airports Council International-North America (ACI NA) in 2025 and selection as a finalist for Best-in-Show: Outstanding Activation in Events & Venues for the 2026 Sponsorship Marketing Association (SMA) Sponsorship Excellence Awards. These early results show what’s possible when airports move beyond selling advertising space and instead design mutually beneficial partnerships that deliver exceptional passenger experiences. With a clear structure and measurable outcomes, partnership agreements can create new revenue streams while making our terminals more useful, engaging and memorable. As the program continues to grow, the MAC will continue seeking partnerships that benefit travelers while advancing shared business and community goals. Together, these partnerships can create lasting value, not just for brands, but for the millions of people who travel through MSP each year.

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AX NEWS SEPTEMBER 2026