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Empire signs Olympic sponsorship

Grocery store company Empire Company of Stellarton, NS has signed a sponsorship agreement with the Canadian Olympic Committee. The company will be the committee’s first official grocery sponsor. Empire’s subsidiary retail chains Sobeys, IGA, Safeway, Foodland, Thrifty Foods and Voilà will participate in a promotion called “Feed the Dream” intended to provide support for Canadian athletes in advance of the Tokyo Olympic Games in July. The national promotion will focus on the “emotional connection between family, food and sport,” according to the company. Empire will provide cards to qualified athletes to redeem for food at any of these chains. The effort also includes out-of-home, digital, television and in-store advertising, in addition to social media content and broadcast integrations with CBC.

Empire has also signed sponsorship agreements with the Canada's Women's Sevens rugby team, diver Jennifer Abel, gymnast Ellie Black, runner Andre De Grasse, swimmer Kylie Masse, climber Sean McColl and decathlete Damian Warner.

“At Empire, we believe there is a powerful connection between family, food and sport that unites Canadians,” said Sandra Sanderson, senior vice-president of marketing at Empire. “Our partnership with the Canadian Olympic Committee helps us bring that connection to life. To further extend our partnership with the Canadian Olympic Committee, we will also do our part to feed the dream, donating 'athlete grocery cards' to support Olympic qualified athletes. Many athletes rely on a community of support to nurture their success and we are proud to be a part of this community for Team Canada.”

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