SBD/August 25, 2014/Marketing and Sponsorship

Winn-Dixie Announces Exclusive Sponsorship Deal With Florida, Florida State

Jacksonville-based supermarket chain Winn-Dixie last week announced it will be the “official and exclusive” supermarket sponsor for both the Univ. of Florida and Florida State Univ., according to Drew Dixon of the FLORIDA TIMES-UNION. The move comes "more than a year after Winn-Dixie ended its longstanding sponsorship" with the Jaguars. The new sponsorship deal "coordinates advertising and promotions with about 400 Florida-based Winn-Dixie stores." The partnership calls for a “prominent presence” of Winn-Dixie at both Ben Hill Griffin Stadium and Doak Campbell Stadium. The company also gets "use of both schools’ logos in advertising and promotional materials." In addition, the deal will "involve Winn-Dixie advertising at pre-game tailgating events outside the stadiums." The accord also includes a "Winn-Dixie presence inside basketball and baseball venues and will feature advertisements in radio broadcasts." Terms and monetary value of the sponsorship deal were not disclosed (FLORIDA TIMES-UNION, 8/23).
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