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Winn-Dixie has teamed up with Talladega Superspeedway to sponsor the "Winn-Dixie 300" NASCAR XFINITY Series race on Saturday, May 2, 2015.
"A great number of our customers and associates are NASCAR fans," explained Bi-Lo Holdings Regional VP Tim Flavin. "This sponsorship represents Winn-Dixie's ongoing efforts to find meaningful connections with customers by being a part of events they are passionate about."
Winn-Dixie's racing roots at Talladega go back nearly two decades. From 1997 through 2001, the grocery chain served the entitlement sponsor for the ARCA Racing Series events, and in 2008 attached its name to the NASCAR Camping World Truck Series race at TSS.
"Like Winn-Dixie, we have had a storied history in the state of Alabama, as well as the Southeast, for many years," noted Talladega Chairman Grant Lynch. "So many of our fans are customers of Winn-Dixie."
The NASCAR XFINITY Series, which will be known as the NASCAR Nationwide Series through the end of 2014, has been a staple at the 2.66-mile venue since 1992.
The parent company of Bi-Lo, Harveys and Winn-Dixie grocery stores, Bi-Lo Holdings employs more than 71,000 associates at 830 grocery stores and 555 in-store pharmacies throughout Alabama, Florida, Georgia, Louisiana, Mississippi, North Carolina, South Carolina and Tennessee.