Sobeys Announces New Partnership with Canadian Olympic Committee
STELLARTON, NS, CANADA - As we inch closer to 2020, talks of the 32nd annual Olympics have been circling. Known as the world’s biggest sporting event, even retailers have decided to support the cause. Today, the Sobeys banner, owned by parent Empire Company, announced its partnership with the Canadian Olympic Committee, making it the very first official food retailer for Team Canada. Sobeys’ world-class e-commerce platform, to be launched shortly, will be the official online food retailer for Team Canada.
"There is no sporting event that rallies the whole country as well as the Olympics. Empire is honored to support our athletes from across Canada for the love of the sport and their country," said Michael Medline, President and CEO, Empire Company Limited. “Today, we join Canadian athletes to help them realize their dreams in the eyes of the world. The qualities inherent to great athletes, that is, passion, the pursuit of excellence, the love of their community, and their country, are the qualities that our stores seek to represent every day."
According to a news release, healthy food and nutrition will be key aspects of this partnership. Empire Company’s marketing campaign will be unveiled at the beginning of 2020.
"The eyes of Canadians are turned to our teams for two weeks every two years, but our athletes dedicate their lives to training to create the moments that the whole nation celebrates. We want to be there for our athletes 365 days a year, and our partnership will help bring that aspiration to life," added Medline.
The company is headquartered in Stellarton, Nova Scotia, so this partnership is especially close to home.
"The Canadian Olympic Committee is very pleased to announce that Empire will become Team Canada's first official food retailer," said David Shoemaker, Chief Executive Officer and Secretary General of the Canadian Olympic Committee. “A proud Canadian company, Empire has been supporting hundreds of communities for 113 years to highlight the natural connection between family, food, and sport. This partnership illustrates our shared promise to provide this same support to our athletes and the wider sport community from coast to coast."
Empire also announced today a major partnership with Hockey Canada, a sports organization partner of the Canadian Olympic Committee. In order to increase interest in the presence of women in the Canadian sport sphere, Empire will become the exclusive partner of the National Women's Hockey Team Canada.
"The National Women's Hockey Team is one of Canada's most beloved teams," said Sandra Sanderson, Senior Vice President of Marketing at Sobeys. “We will encourage them in their quest for gold both at home and abroad, which will create many opportunities to celebrate with Canadian families. Through this partnership with Hockey Canada, we will build excitement and interest in women's hockey and inspire the next generation of young women passionate about the sport."
Sobeys will support and celebrate with the team before and during the Olympics, as well as at the IIHF World Women's Championship 2020.
"We are proud to partner with Sobeys to ensure that players on the National Hockey Team are supported to the best of their ability. In addition, we will work together to share stories that will connect Canadians to the sport they love," said Mike Ross, Hockey Canada's Chief Business Officer.
2020 is still well ahead of us, but the year’s plans are already beginning to unfold. To keep up with it all, keep reading AndNowUKnow.