Retailer named official partner for pro b-ball teams

MINNEAPOLIS – Hy-Vee announced a new long-term partnership to become the official grocery, pharmacy and floral partner for the Minnesota Timberwolves, Minnesota Lynx and Iowa Wolves.

“The Timberwolves, Lynx and Iowa Wolves have a passionate fan base that spans throughout the region and we are thrilled to be a part of all the action and excitement,” Randy Edeker, Hy-Vee’s chairman, chief executive officer and president said in a statement. “Like Hy-Vee, these teams are deeply dedicated to the communities they are in, making this connection a true fit when it comes to our growing list of sports partnerships.”

The partnership includes a digital signage takeover in arena prior to, during and immediately following the opening tip for all Timberwolves, Lynx and Iowa Wolves regular season home games. Hy-Vee will also have digital signage on the exterior of Target Center and additional signage elements in-arena throughout the games. For the Iowa Wolves, Hy-Vee’s logo will be placed near mid-court inside Wells Fargo Arena in Des Moines, Iowa.

One unique element of the partnership gives Hy-Vee the opportunity to leverage a professional sports team’s chef for custom content. Timberwolves and Lynx cxecutive chef David Fhima will create a digital cookbook with Hy-Vee products, which includes a year-long content series on the teams’ digital, social and in-arena channels.

“We couldn’t be more excited to begin this partnership with Hy-Vee and welcome them into our Timberwolves, Lynx and Iowa Wolves family,” said Timberwolves and Lynx CEO Ethan Casson said in a statement.

“Hy-Vee is a leader in our market with incredibly loyal customers that has seen significant growth recently, which mirrors the current state of our three brands as well. We look forward to many years of growing these two organizations together and engaging with our phenomenal fan bases, ” he added.

The two organizations will also team up on community relations initiatives. The partnership with the Timberwolves and Lynx will focus on fighting hunger while the Iowa Wolves will focus on Hy-Vee’s KidsFit initiative as well as entitlement of the team’s annual school day game called Education Celebration.

The teams will support other in-market initiatives, such as in-store activations and/or school visits. Select Hy-Vee stores will also carry Timberwolves merchandise.