Food Lion's CIAA basketball sponsorship nets 24,000 meals
For the past 24 years, Food Lion has served as the exclusive food and retail sponsor of the Central Intercollegiate Athletic Association basketball tournament as well as the title sponsor of the women's tournament, which were both held ealier this month at the Spectrum Arena in Charlotte, N.C.
"We are always excited about our partnership with the CIAA because in addition to athletics this week-long event recognizes and celebrates education, wellness, community service and diversity and inclusion," Benny Smith, manager of media and community relations, Food Lion, said. "We were honored to support CIAA students, fans and customers through scholarships and sponsored activities."
The 2018 tournament also showcased Food Lion's media savvy with a record-breaking 2.9 million social, broadcast and print media impressions, including a 200% increase in coverage of the #BallinOnHunger campaign. As part of the campaign, Food Lion restocked on-campus pantries of CIAA colleges and universities and – thanks to the success of #BallinOnHunger – will donate 24,000 meals to local food banks in the 12 communities surrounding CIAA schools.
Further, Food Lion, a division of Ahold Delhaize, has donated more than $4.5 million toward CIAA scholarships since 2003 and additionally employs many CIAA students and alumni through its Retail Management Trainee Program.
"Our work with the CIAA is an important part of our community outreach every year," Smith said. "It's a great relationship."
"We are always excited about our partnership with the CIAA because in addition to athletics this week-long event recognizes and celebrates education, wellness, community service and diversity and inclusion," Benny Smith, manager of media and community relations, Food Lion, said. "We were honored to support CIAA students, fans and customers through scholarships and sponsored activities."
The 2018 tournament also showcased Food Lion's media savvy with a record-breaking 2.9 million social, broadcast and print media impressions, including a 200% increase in coverage of the #BallinOnHunger campaign. As part of the campaign, Food Lion restocked on-campus pantries of CIAA colleges and universities and – thanks to the success of #BallinOnHunger – will donate 24,000 meals to local food banks in the 12 communities surrounding CIAA schools.
Further, Food Lion, a division of Ahold Delhaize, has donated more than $4.5 million toward CIAA scholarships since 2003 and additionally employs many CIAA students and alumni through its Retail Management Trainee Program.
"Our work with the CIAA is an important part of our community outreach every year," Smith said. "It's a great relationship."