Thursday August 21, 2014Winn-Dixie Huddles Up with the Florida Gators as Official Supermarket
Winn-Dixie, a subsidiary of Jacksonville, Florida-based Bi-Lo Holdings, has entered into a new, multi-year, multi-sport agreement to become the official and exclusive supermarket of the Florida Gators.
The agreement pairs nearly 400 Florida-based Winn-Dixie stores with one of the largest and most successful brands in all of collegiate sports.
“Given how large our footprint is in Florida and how diverse the markets are within the state, we believe that few things resonate more with most Floridians than Gator sports,” said Mary Kellmanson, senior vice president and chief marketing officer for Winn-Dixie. “By partnering with the Florida Gators, we will be able to make more meaningful connections with the large population of Gator fans across the state and throughout the southeast.”
With the official designation, Winn-Dixie secures the exclusive use of the athletic logos and trademarks in its advertising, signage and other marketing platforms throughout the year, including consumer promotions that will provide fans with the chance to win a variety of prizes tied to their favorite school and sports.
The innovative partnership was brokered by IMG, the multimedia rights partner for the University of Florida.
“Today is a great day as Winn-Dixie announces that they are now the ‘Official Supermarket of the Florida Gators,’” offered Florida Director of Athletics Jeremy Foley. “We are very excited to have them join our team. Their support of the athletic program here at Florida is significant and very much appreciated and their vision for the activation of this partnership keeps our fans and their customers at the forefront. We are very excited to collaborate with them in the days and years ahead.”
The partnership will also provide Winn-Dixie prominent presence and its customers VIP access during football tailgating festivities outside of Ben Hill Griffin Stadium in Gainesville. Inside the athletic venues, including football, basketball and baseball, the Winn-Dixie brand will be prominently visible with major signage positions and video board features at each home contest. The radio broadcasts of each of the sports will also include Winn-Dixie advertising and features.
Florida will officially launch the new relationship with the kick-off of their 2014 football season on Saturday, August 30, when the Gators host the Idaho Vandals.
Bi-Lo Holdings, LLC: Parent company of BI-LO, Harveys and Winn-Dixie grocery stores, is the fifth-largest conventional supermarket chain in the U.S. and the second-largest conventional supermarket in the southeast based on store count. The company employs more than 71,000 associates who serve customers in approximately 830 grocery stores and 555 in-store pharmacies throughout the eight southeastern states of Alabama, Florida, Georgia, Louisiana, Mississippi, North Carolina, South Carolina and Tennessee.BI-LO, Harveys and Winn-Dixie are well-known and well-respected regional brands with deep heritages, strong neighborhood ties, proud histories of giving back, talented and loyal associates, and strong commitments to providing the best possible quality and value to customers. For more information, please visit www.bi-lo.com, www.harveyssupermarkets.com and www.winndixie.com
About IMG: IMG is a global leader in sports, fashion and media operating in more than 30 countries around the world. IMG’s businesses include Events & Media, College, Golf, Tennis, Performance and IMG Academy, Fashion, Models, Clients, Consulting, Licensing, Joint Ventures, and creative management agency Art + Commerce. In 2014, IMG was acquired by WME, the world’s leading entertainment and media agency. Together, the companies offer an unparalleled client roster; world-class partnerships with sponsors, brands and broadcasters; and marquee assets across entertainment, events and fashion.