Supermarket chain Kroger has entered into a multi-faceted partnership with the University of Kentucky, through which it will take on naming rights to the facility’s American football stadium.
Kroger struck the deal with JMI Sports, the university’s multimedia rights partner. UK confirmed the deal would be worth approximately $1.85m (€1.7m) annually for up to 12 years.
The partnership officially renames the 61,000-capacity Commonwealth Stadium as Kroger Field. Kroger will benefit from interior, external and directional signage at the venue as part of the agreement.
Kroger will also work with UK to improve community fields as part of the Kroger Fields Community Program, while a community 5km race will be launched that will finish at Kroger Field’s 50-yard line.
In addition, Kroger will serve as the official fuel partner, and official nutrition and pharmacy partner, of UK, as well as the official grocery partner of the university’s move-in program. Further engagement opportunities will be launched as part of the deal.
“The common goal of this partnership is for Kroger customers to benefit, Kentucky football fans to benefit, and ultimately the entire community to benefit,” Calvin Kaufman, president of Kroger’s Louisville division, said.
“We look forward to showing what can be accomplished when two iconic brands like UK and Kroger, which have similar values and rich heritage, work together on health and wellness initiatives, community engagement, and enhanced experiences for our customers and fans.”