SBD/July 29, 2013/Marketing and Sponsorship

Publix Set To Replace Winn-Dixie As Jaguars' Official Supermarket Sponsor

Tailgating experiences will be central to the Publix-Jaguars deal
The Jaguars on Saturday announced that Publix is the team's new "official supermarket," filling the sponsorship role formerly held by Winn-Dixie, according to Michael Clinton of the JACKSONVILLE BUSINESS JOURNAL. The five-year deal makes Publix part of the Jaguars' "Jamboree," which is "the most significant corporate of the partners." The "centerpiece of the partnership includes a tailgating platform in which Jaguars fans will have the opportunity to participate in tailgating experiences at Jaguars games and in-store promotions at Publix." The Jaguars' pregame radio show "will be renamed the 'Publix Tailgate Show.'" Other sponsorship elements "include weekly tailgating recipes on Jaguars.com, signage inside and outside of EverBank Field, and player and cheerleader appearances during the season at various Publix locations" (BIZJOURNALS.com, 7/27). In Jacksonville, Hays Carlyon noted the Jaguars and Publix "held a ceremony prior to practice to celebrate" the deal. Coach Gus Bradley and Jaguars GM Dave Caldwell "attended the ceremony" (FLORIDA TIMES-UNION, 7/28).
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