Winn-Dixie Strikes Deal with FSU, UF to Become Official Supermarket Sponsor

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News Release: Winn Dixie
August 21, 2014

Jacksonville, Fla. Aug. 21, 2014 —Winn-Dixie, a subsidiary of Jacksonville, Florida-based Bi-Lo Holdings, has entered into new, multi-year, multi-sport agreements to become the official and exclusive supermarket of the University of Florida Gators and the Florida State University Seminoles.

The agreements pair nearly 400 Florida-based Winn-Dixie stores with two of the largest and most successful brands in all of collegiate sports.

“Given how large our footprint is in Florida and how diverse the markets are within the state, we believe that few things resonate more with most Floridians than Gator and Seminole sports,” said Mary Kellmanson, senior vice president and chief marketing officer for Winn-Dixie. “By partnering with these schools, we will be able to make more meaningful connections with the large population of UF and FSU fans across the state and throughout the southeast.”
With the official designation at both schools, Winn-Dixie secures the exclusive use of the athletic logos and trademarks in its advertising, signage and other marketing platforms throughout the year, including consumer promotions that will provide fans with the chance to win a variety of prizes tied to their favorite school and sports.

The innovative partnerships were brokered by IMG, the multimedia rights partner for the University of Florida and Florida State University.

“Today is a great day as Winn-Dixie announces that they are now the ‘Official Supermarket of the Florida Gators,’” offered Florida Director of Athletics Jeremy Foley. “We are very excited to have them join our team. Their support of the athletic program here at Florida is significant and very much appreciated and their vision for the activation of this partnership keeps our fans and their customers at the forefront. We are very excited to collaborate with them in the days and years ahead.”

“We’re pleased to welcome Winn-Dixie as a new partner to Florida State Athletics,” said Stan Wilcox, Director of Athletics at FSU. “The fact that they come on board in support of multiple sports that run throughout our academic year shows their support of the program as a whole. That’s important and much appreciated.”

The partnership will also provide Winn-Dixie prominent presence and its customers VIP access during football tailgating festivities outside of Ben Hill Griffin Stadium and Doak Campbell Stadium in Gainesville and Tallahassee, respectively. Inside the venues, including basketball and baseball, the Winn-Dixie brand will be prominently visible with major signage positions and video board features at each home contest. The radio broadcasts of each of the sports will also include Winn-Dixie advertising and features.

Both Florida and Florida State will officially launch the new relationship with the kick-offs of their respective 2014 football seasons on Saturday, August 30. The Gators host Idaho and the Seminoles are in Arlington, Texas, for an Oklahoma State showdown.

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