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WEST BRIDGEWATER, Mass. -- Shaw's Supermarkets here has signed a three-year sponsorship deal with the New England Patriots football team, the first such deal for the Northeastern retailer with a professional sports club, according to a published report.
"It's a natural fit," Shaw's president Carl Jablonski told the Boston Herald. "Food is a big part of the football experience."
Although financial terms of the deal weren't released, similar agreements with NFL teams can range "from several hundred thousand dollars to more than a million dollars," the newspaper reported, citing "a top sports executive."
The Patriots previously had a sponsorship deal with Stop & Shop, but that deal expired a several years ago and wasn't renewed
Shaw's plans to put up signage inside Gillette Stadium in Foxborough, Mass., including prominent end zone signs, and will roll out Patriots-themed promotions with displays in all of its 210 locations, highlighting different food products on a weekly basis. Shoppers who purchase the featured items will be entered in a sweepstakes for tickets to Patriots games and an opportunity to attend the Super Bowl.