Hy-Vee Becomes Official Grocery Partner of Kansas City Chiefs

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4/14/2009

FOR IMMEDIATE RELEASE:

WEST DES MOINES, IA – The Kansas City Chiefs have announced Hy-Vee has joined its organization as the club’s official grocery partner. Hy-Vee will be branded as an exclusive sponsor of the Chiefs at Arrowhead Stadium as well as at all Missouri and Kansas Hy-Vee locations.

Hy-Vee has a rich history of being actively involved in the communities it serves, and partnering with the Chiefs has been a long-time goal of the company.

“Hy-Vee is thrilled to begin what we hope will be a long and successful relationship with the Kansas City Chiefs,” said Jon Wendel, Hy-Vee senior vice president, marketing. He noted that the company has been a sponsor of Major League Baseball’s Kansas City Royals since 2001. “Our company has been warmly welcomed in this region for many years, and we look forward to all of the opportunities this relationship gives us to promote Chiefs excitement throughout our communities.”

Tammy Fruits, Chiefs vice president of sales and marketing, was equally excited to welcome Hy-Vee to the Chiefs family. “Hy-Vee’s wide market reach in the Midwest is a perfect match for the Chiefs franchise, which enjoys unparalleled support across a multi-state region. Hy-Vee is a respected brand known for its tremendous passion for customer service. We are thrilled to begin our partnership with such a dynamic organization.”

Hy-Vee will be showcased in myriad marketing efforts ranging from in-stadium signage on a newly installed LED ring and promotions at Arrowhead Stadium to retail promotions specifically for customers of Hy-Vee. In addition, Chiefs fans will be able to purchase Chiefs 50th anniversary collectible cups at Hy-Vee, as well as officially licensed Chiefs apparel and headwear. In addition, Hy-Vee will become an integral part of Arrowhead Stadium when it begins a quadrant sponsorship in 2010.

“In addition to the benefits this partnership brings to our customers and loyal Chiefs fans, we are most excited to join in the fight against breast cancer by becoming involved with the Chief’s existing programming,” said Wendel.

Boasting a proud and passionate fan base and a game-day experience unrivaled in the National Football League, the Chiefs have long been the pride of Kansas City and the surrounding region. The power of the Chiefs brand coupled with the reach and significance of the Hy-Vee brand will be an effective and strategic partnership for both organizations in the years to come, said Fruits.

The Chiefs are celebrating their 50th Anniversary Season in 2009 and are embarking on their 47th season in Kansas City after being founded by Lamar Hunt as a charter member of the American Football League.

Hy-Vee, Inc. is an employee-owned corporation operating 225 retail stores in seven Midwestern states. For 2008 the company recorded total sales of $6.2 billion, ranking it among the top 30 supermarket chains and the top 50 private companies in the United States. Supermarket News, the authoritative voice of the food industry, honored the company with the 2008 Whole Health Enterprise Award for its leadership in providing services and programs that promote a healthy lifestyle.

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