I have never heard of this zone before that grants the Vikings exclusive rights. Plus, the Well Fargo buildings were under construction way before US Bank got the naming rights. You might as well just say that the Vikings should have gone with a non-competitive company to buy its naming rights. That is just as stupid.
Stupid is as stupid does. A key association of stupidity is ignorance - and the willingness to speak in areas where one knows they don't understand in response to comments that shows all the signs of following a framework that reflects a schema.
There is an entire industry and associated field of law dedicated to naming rights, advertising rights, and rights of first refusal and the other bundle of practices and law related to it. (A branch of Intellectual Property Rights - IPR) The Vikings negotiated for them in good faith, and got them in consideration for things they gave up. Such rights can only extend as far as the development project associated with the development. In this instance, that includes the new park and the Ryan project (Wells Fargo).
The only reason the Vikings are in court on the Wells Fargo issue is because they secured those rights, statutorily granted in the legislation forming the MSFA, the associated stadium project, and related development. Ryan's Wells Fargo project hinged on their being a park and the development of the park hinged on the MSFA parking ramp to be built by the MSFA as part of the stadium build. No new stadium, no new stadium ramp, no new park and, hence, no Wells Fargo. Vikings naming rights extended by statute into that development area. As the Wilfs had ownership interests and options on some of those same properties - most owned by Cowles Media (Star Tribune) - that the Wilfs were securing, when they gave up those rights and interests for that part of the project to move the stadium project forward, the did it for consideration of future rights that included naming, branding, and park usage. Everything the Wilfs are claiming today they got in consideration for what became the basis of the bargain (this is a very legalistic statement in contract law).
The idea of the Wilfs being vilified by the same bundle of people who also don't know or will not properly weigh (media and grandstanding politicians) those facts is itself noteworthy - as is the fact that the Star Tribune, the local business journals, or, it seems, the local legal journals feel a need to report those details - legal facts - at a time when the local media and local politicians characterize the Wilfs in brazenly hostile terms characterized primarily as East Coast shysters.
Aside from the fact that granting naming rights in the building of professional sports facilities is standard, there is also the fact that for the project to move forward, the Wilfs gave up buying key Star Tribune properties they intended to use for game events. AN ASIDE: The reason the Vikings were granted use rights in the park is that they gave up securing ownership interests in that land, land they had an option to purchase and were actually planning to do so. (Don't recall the specific formula but it was reported over time.)
The naming rights didn't belong to US Bank at the time construction began, they belonged to the Vikings. The reason the Vikings rushed to get their signs up early before Wells Fargo signage was in place was to preserve and build on that element that, while not essential, is persuasive in a courts when asserting certain claims.
As advertising, trade dress, and related law goes, the Vikings may have been compelled to go to suit early to defend agains infringement as not acting at all can constitute the surrendering of that right. The current negations with Wells Fargo probably won't force Wells Fargo to do too much but it will force a court decree that will establish the specific criteria. When this is done, it will be done with the court taking recognition of the fact that the Viking naming right, granted to US Bank, is worth $200 million (approximate).
Wells Fargo knows exactly what they are trying to do. They too procured naming rights on sports facilities and know well that they are trying to "dilute" the Vikings property right in their brand by undermining the value - and sticking it to US Bank - a competitor. They are the plaintiffs and they are in deed trying to undermine a competitor in a manner that is considered dubious.
Put aside what you think about the Wilfs, any law school student would see that 1) they are the aggrieved party in the Wells Fargo case, and 2) they did give up value in consideration of future rights that included rights in the park. There was never a park without the stadium, there was never a park without those named usage rights. And there is a 3: There would be no major development in the East Side as we are seeing today from Wells Fargo, to Iron Clad, to the KA plan, to the apartments on Portland that cannot be shown to depend directly or indirectly on the Wilfs building the new Vikings Stadium where it is. The net new tax revenue that it can already claim direct or indirect responsibility for will itself offset the public costs.
But just watch as even people on this list - who should know better - will work hard to deny the Wilfs even that. Its pathological - and its just a little sick.