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Sprouts Farmers Market Named ‘Official Grocer’ Of SEC

Sprouts SEC

Sprouts Farmers Market has entered a multi-year sponsorship agreement with the Southeastern Conference and SEC Network to become the “Official Grocer of the SEC.” 

Beginning July 1, the deal will surround the SEC’s marquee women’s sports properties, including basketball and gymnastics.

As a celebration of the anniversary of Title IX on June 23, Sprouts will present a mini-marathon of women’s sports on SEC Network, including the top highlights from the conference’s basketball, softball and gymnastics championships. 

“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, SVP and CMO.

“Our commitment to promoting healthier lifestyles within our communities remains steadfast and supporting college athletics and specifically empowering women in sports.”

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The sponsorship includes integration of Sprouts Farmers Market on SEC Network programming and within the conference’s footprint through SEC Nation, the network’s traveling football pre-game show. 

Sprouts also will be represented on-site at SEC FanFare during the football championship in Atlanta, and will have a presence at other major SEC title events in 2025, including the women’s basketball, gymnastics and softball.

“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 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, becoming the title sponsor of the Sprouts Farmers Market Collegiate Quad, ESPN Events’ first owned-and-operated gymnastics invitational.

“Beginning this season, Disney is the exclusive home for all SEC sports, bringing the best of college athletics directly to fans everywhere,” said Andrew Messina, SVP of sales, Disney Advertising. 

He went on to cite its reach and streaming capabilities, which “make it the pre-eminent sports platform, ideal for advertisers.”

“With the help of brands like Sprouts Farmers Market, every exciting SEC matchup will be accessible to millions of viewers across the country,” he said.

Among the highlights of Sprouts Farmers Market’s recently released 2023 Impact Report: 19 percent of the grocer’s total sales came from healthy fruits and vegetables and it posted $3.3 billion in sales of products with a social or environmental attribute.

About the author

Sommer Stockton

Web Editor

Sommer joined The Shelby Report in January 2022 after graduating from Brenau University in Gainesville, GA with a B.A. and M.A. in Communications and Media Studies. Sommer is excited to learn about the grocery industry and share her findings with The Shelby Report's readers!

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