Martin’s Becomes UCI Road World Championships ‘Official Supermarket’

Martin's Food Market’s has signed on as the “Official Supermarket” of the 2015 UCI Road World Championships, according to Richmond 2015, the organizer of the nine-day cycling event that will take place in Richmond, Va., Sept. 19-27.

Under the partnership, the operator of 24 grocery stores in central Virginia will produce and distribute in-store paper grocery bags sporting the UCI Road World Championships logo during February and in the months closer to the event. Additionally, Martin’s will produce and sell reusable grocery bags featuring the event, with net profit going to Richmond 2015, and roll out in-store promotions spotlighting the championships.

"As part of our commitment to helping customers achieve active healthy lifestyles, we have supported cycling through the Martin’s Tour of Richmond Gran Fondo, held in Richmond the past three years," noted John MacDonald, Martin’s director of marketing and external communications, adding that the new sponsorship deal would "take that commitment to the next level by partnering with Richmond 2015 in welcoming the best cyclists in the world."

"Martin’s has made it a priority to champion fitness and healthy lifestyles through the Tour of Richmond, Cap2Cap and other events," said Richmond 2015 COO Tim Miller, observing that the grocer "shares our vision for showcasing Richmond to the world."

Richmond 2015’s other partners include Altria, Anthem, CarMax, Cushman & Wakefield | Thalhimer, Davenport & Co., Dominion, Genworth, Hourigan Construction, Kings Dominion, Lansing Building Products, MWV, McGuireWoods, Norfolk Southern, PIASCIK, The Community Foundation, VCU Medical Center and Williams Mullen.

The 2015 UCI Road World Championships are expected to attract 450,000 on-site spectators over the course of the event, in addition to a global TV audience in the hundreds of millions. More than 1,000 cyclists from more than 75 countries will compete.

Carlisle, Pa.-based Giant/Martin's operates almost 200 grocery stores in Pennsylvania, Maryland, Virginia and West Virginia, under the Giant Food Stores and Martin’s Food Markets banners, employing more than 31,000 associates. Giant and Martin’s are Ahold companies.