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Hy-Vee has signed on with the Kansas City Chiefs as the organization’s official grocery partner. The deal enables the West Des Moines, Iowa-based grocer to be branded as an exclusive sponsor of the Chiefs at its Arrowhead Stadium home, as well as in all Missouri and Kansas Hy-Vee locations.
Noting the regional retailer’s rich history of being actively involved in the communities it serves and its longtime goal of teaming up with the Chiefs, Jon Wendel, Hy-Vee’s SVP of marketing, said the company is looking forward “to a long and successful relationship with the Kansas City Chiefs.” As a sponsor of Major League Baseball’s Kansas City Royals since 2001, Hy-Vee “has been warmly welcomed in this region for many years, and we look forward to all of the opportunities this relationship gives us to promote Chiefs excitement throughout our communities,” noted Wendel.
Tammy Fruits, Chiefs VP of sales and marketing, was equally enthusiastic about welcoming Hy-Vee to the Chiefs family. “Hy-Vee’s wide market reach in the Midwest is a perfect match for the Chiefs franchise, which enjoys unparalleled support across a multi-state region. Hy-Vee is a respected brand known for its tremendous passion for customer service.”
The employee-owned Hy-Vee, which operates 225 retail stores in seven Midwestern states, will be showcased in myriad marketing efforts ranging from in-stadium signage on a newly installed LED ring and promotions at Arrowhead Stadium to retail promotions specifically for Hy-Vee customers. In addition, Chiefs fans will be able to purchase Chiefs 50th anniversary collectible cups at Hy-Vee, as well as officially licensed Chiefs apparel and headwear. Further, Hy-Vee will become an integral part of Arrowhead Stadium when the chain begins a quadrant sponsorship in 2010.
“In addition to the benefits this partnership brings to our customers and loyal Chiefs fans, we are most excited to join in the fight against breast cancer by becoming involved with the Chief’s existing programming,” added Wendel.
The team is celebrating its 50th anniversary season in 2009, and are embarking on its 47th season in Kansas City after being founded by Lamar Hunt as a charter member of the American Football League.