Industry Intelligence

The deal encompasses football, men’s and women’s basketball, and men’s and women’s lacrosse for the next two seasons.

Tops Markets LLC has joined forces with Syracuse University athletics to be the major sponsor of the school’s football, men’s and women’s basketball, and men’s and women’s lacrosse teams for the next two seasons. Other terms of the agreement were not disclosed.

The sponsorship, which was revealed at Johnsonville Brats grilling event featuring the “World’s Largest Grill” at a Tops store in Fayetteville, N.Y., comes seven months after Tops expanded its store holdings in central New York by purchasing a majority of bankrupt Penn Traffic’s assets. Since that time,  Williamsville, N.Y.-based Tops has been converting the acquired P&C stores to its own banner, as well as signing on to back various community events and organizations.

“We have a special opportunity in the new neighborhoods we serve in central New York to not only provide a better shopping experience to our customers, but to also make significant and lasting contributions in the community,” noted Tops president and CEO Frank Curci.

Thanks to the Syracuse University partnership, Tops shoppers will be able to take advantage of contests and special ad-driven promotions. The grocer will additionally run in-game promos tied to the Tops BonusCard in which customers can win prizes including tickets to games and Tops gift cards. Further, shoppers will be able to participate in discounted ticket programs and buy Orange team gear and other related merchandise at Tops locations.

Other regional initiatives for the grocer will include working with the Food Bank of Central New York through programs such as “Touchdowns for Turkeys,” “Jams for Slams” and “Bins for Wins,” and sponsorship of a Family Corner, a special alcohol-free section at the Carrier Dome that offers families a safe, comfortable place to view games.

According to Joe Baldini, general manager at Syracuse ISP Sports: “Tops has a long history of success and partnership with sports teams throughout their market footprint. This commitment to the community made for an attractive partner for Syracuse Athletics. Both customers of Tops and fans of the Orange will see benefits of the relationship as it continues to emerge.”

The grocer also bears the title of “Official Supermarket of the Buffalo Bills.”

Tops operates 131 full-service supermarkets -- 126 company-owned and five franchise locations – and employs 13,000 associates in upstate New York and northern Pennsylvania.