Hy-Vee to Sponsor Iowa-Nebraska Showdown

Hy-Vee Inc. has signed on as title sponsor of the annual meeting between the University of Iowa and University of Nebraska football teams, a much-anticipated Big Ten Conference rivalry that has been dubbed “The Heroes Game.”

“With the Heroes Game, Hy-Vee has a truly unique opportunity to sponsor two legendary football programs and what we believe will be the new classic post-Thanksgiving rivalry game,” said Hy-Vee President and COO Randy Edeker. “We also have the opportunity to use this great new rivalry to recognize some incredible people doing incredible good throughout the heartland.”

The first Heroes Game is scheduled for the Friday after Thanksgiving. With the help of Hy-Vee, the teams will use the national stage created by the game to recognize individuals and organizations for acts of heroism in their communities.

In advance of the Nov. 25 game, fans of each school will be encouraged to nominate everyday citizens of Iowa and Nebraska who deserve to be honored for extraordinary acts of heroism. One citizen-hero from each state will be invited to attend the game as a special guest of the teams, receive on-field recognition, and have his or her name inscribed on the game trophy.

In addition, school officials are counting on interest in the big game to help raise money for non-profit organizations doing heroic work in the two states. Hy-Vee stores in Iowa and Nebraska will spearhead the fundraising effort by creating activities designed to engage and excite fans of each school.

Edeker said American Red Cross chapters in Iowa and Nebraska have been selected as the beneficiaries of the first Heroes Game series, which includes this fall’s matchup and the teams’ 2012 meeting in Kinnick Stadium in Iowa City.

“Our company’s long association with the Red Cross has provided us with a first-hand view of the vital work the organization does in response to disasters and emergencies of all kinds,” Edeker said. “The Red Cross exemplifies the spirit of heroism and service to others we are honoring through sponsorship of this outstanding football rivalry.”

West Des Moines, Iowa-based Hy-Vee Inc. is an employee-owned corporation operating 233 retail stores in eight Midwestern states.