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SBD/January 7, 2014/Marketing and Sponsorship
Sponsors Likely To See Benefits From Buying Bengals Tix; Meijer "Couldn't Resist" With Colts
Published January 7, 2014
OPPORTUNITY KNOCKS: Meijer CEO & co-Chair Hank Meijer yesterday appeared on CNBC to discuss his company's purchase of 1,200 tickets to the Colts-Chiefs Wild Card game to ensure the game was a sellout. Meijer said, "We've got a lot of customers in our part of the world ... who not only can't get flights or don't dare drive, but can't get out of their homes. So the Colts, with whom we've got a terrific relationship, called us and said, 'We don't know how to get this on the air unless we get some help.' We couldn't resist. It was just a great opportunity to connect with our customers." Meijer added that "buying the tickets felt great but it is hard to quantify how much goodwill it generated in the community and I don't think you ever can." Meijer: "It's part of the relationship we want to have with our communities and when there was a chance to be part of the game, we jumped at it" ("Squawk on the Street," CNBC, 1/6).