PHOENIX, AZ - A multi-year sponsorship agreement has been signed by Sprouts Farmers Market. The retailer has been named as the “Official Grocer of the SEC” by the Southeastern Conference and SEC Network. Kicking off on July 1, the deal will surround the SEC’s marquee women’s sports properties, including women’s basketball and gymnastics.
“Sprouts’ sponsorship of the Southeastern Conference is our latest example of furthering equity in sports for women, while also expanding the reach of our brand to new audiences,” said Alisa Gmelich, Sprouts’ Senior Vice President and Chief Marketing Officer. “Our commitment to promoting healthier lifestyles within our communities remains steadfast, and supporting college athletics, and specifically empowering women in sports.”
The new sponsorship began with Sprouts’ presentation of a first-of-its-kind television mini-marathon of SEC women’s sports on SEC Network as a celebration of the Anniversary of Title IX. The marathon featured top women’s sports highlights from women’s basketball, softball, and gymnastics championships.
The sponsorship includes the integration of Sprouts Farmers Market on SEC Network programming and within the SEC footprint through SEC Nation. Sprouts will also activate on-site at SEC FanFare at the football championship in Atlanta and will have a presence at other major SEC championship events.
“We are pleased to welcome Sprouts Farmers Market as an official sponsor of the Southeastern Conference, and we are particularly excited about Sprouts’ commitment to the support of women’s athletics in the SEC,” said SEC Commissioner Greg Sankey. “Our sponsor program is important to the mission of supporting SEC athletics programs and the addition of Sprouts adds to a robust family of sponsors for the Conference. We look forward to Sprouts’ participation in our programming and championship events.”
The brand has already engaged within the ESPN and Disney portfolio, signing on to become the title sponsor of the Sprouts Farmers Market Collegiate Quad. The first year of the event saw record viewership on ABC, and year two promises to be exceptional with five of the eight National Semifinalists from the 2024 NCAA National Collegiate Women’s Gymnastics Championship.
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