Empire Co. has signed a partnership with the Canadian Olympic Committee, becoming the first-ever Official Grocer of Team Canada. Voilà by Sobeys, Empire’s forthcoming e-commerce platform, also becomes the Official Online Grocer of Team Canada.
The sponsorship embraces the full Empire family of grocers: Sobeys, IGA, Safeway, Farm Boy, Foodland, FreshCo, Thrifty Foods and Rachelle Béry.
This marks the first time a national grocer has become a Canadian Olympic sponsor. Empire says that healthy nutrition will be a key area of focus for the partnership. It will unveil its marketing campaign early next year.
Empire also announced a partnership with Hockey Canada, a sport partner of the Canadian Olympic Committee, becoming the exclusive partner of the Canadian National Women's Hockey Team. Sobeys will support the team leading up to and on the Olympic stage, as well as at the 2020 IIHF Women's World Championship, held in Sobeys' home province, Nova Scotia.