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3.109-1.1 5.4-3.318 6.855s-5.81 2.17-10.786 2.17a27.02 27.02 0 01-4.619-.355 29.705 29.705 0 01-3.67-.83c-1.06-.317-1.957-.61-2.694-.897a5.402 5.402 0 00-1.621-.404.912.912 0 00-.778.316 2.209 2.209 0 00-.39.65l-.776-.27 2.533-6.538z" fill="#6d6e71"/><path d="M59.948 1.814H6.614v5.449s11.986.181 14.771 3.027 3.209 11.502 3.148 19.795 0 115.323 0 115.323S27.356 195.238 0 206.435l1.385 4.04s40.63-6.233 40.514-64.523 0-120.387 0-120.387-.11-12.266 2.967-15.08S59.948 7.31 59.948 7.31zM93.38 135.517s7.432-131.01 7.654-133.703 2.33-1.523 2.33-1.523l68.785 132.833S235.109 13.176 238.462.672c.243-.906 1.738-.633 1.738-.633l7.292 135.045c.224 2.077.898 18.33 4.716 21.052s14.596 3.285 14.596 3.958v5.514h-57.768s-.028-4.672 0-5.43 12.407-1.515 16.42-3.48 4.47-8.667 4.47-8.667v-17.198l-4.385-84.03-56.785 118.284c-.294.508-1.159.521-1.159.521L108.73 46.804l-4.34 88.347s-1.109 17.844 3.535 21.067 17.532 2.91 17.602 4.02v5.37H75.388v-5.198c0-.693 10.049-2.217 13.306-4.539s4.539-20.354 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href="https://www.jmisports.com/contact/">Contact</a></li> </ul></nav> </div> </div> </header> <aside class="sidebar sidebar--title"> <div class="sidebar__txt"> <h2 class="txt-upper txt-mini txt-light">Kroger and Kentucky Athletics</h2> </div> </aside> <aside class="sidebar sidebar--menu"> <div class="sidebar__toggle-menu"> <a class="toggle-menu js-toggle-menu" href="#"> <span class="toggle-menu__line"></span> <span class="toggle-menu__line"></span> <span class="toggle-menu__line"></span> <span class="toggle-menu__line"></span> </a> </div> <div class="sidebar__menu"> <nav class="site-menu site-menu--sidebar"><ul id="menu-header-1" class="menu"><li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-home menu-item-2918"><a href="https://www.jmisports.com/">Home</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-1342"><a href="https://www.jmisports.com/what-we-do/">What We Do</a></li> <li class="menu-item menu-item-type-post_type_archive menu-item-object-property menu-item-459"><a href="https://www.jmisports.com/our-partners/">Our Partners</a></li> <li class="menu-item menu-item-type-post_type_archive menu-item-object-project menu-item-460"><a href="https://www.jmisports.com/our-work/">Our Work</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-4409"><a href="https://www.jmisports.com/who-we-are/">Who We Are</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page current_page_parent menu-item-1340"><a href="https://www.jmisports.com/news/">News</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-1341"><a href="https://www.jmisports.com/studio-1412/">Studio 1412</a></li> <li class="menu-item--align-right menu-item menu-item-type-post_type menu-item-object-page menu-item-1339"><a href="https://www.jmisports.com/contact/">Contact</a></li> </ul></nav> </div> </aside> <section class='site-banner site-banner--visual' style='background-image:url(https://www.jmisports.com/wp-content/uploads/2021/03/kroger-field-2000x1125.png);'> <div class="site-banner__inner"> <div class="site-banner__content"> <h2 class='site-banner__subtitle'>Our Work</h2> <h1 class='site-banner__title'>Kroger and Kentucky Athletics</h1> <div class='site-banner__txt'><p>A Community-Centric Partnership Between Two Iconic Kentucky Brands</p> </div> </div> </div> </section> <div class="page-wrap page-loading"> <section id="section-1" class="section-light bg-white"> <div class="section section--large pv-large"> <div class="section section--full section--medium txt-styles"> <h3><strong>The Challenge</strong></h3> <p>Working closely with the University of Kentucky and the Kroger team, we set out to create a partnership that directly impacted Kroger鈥檚 customers, the University of Kentucky fan base, and the community. From the outset, it was clear that a partnership between these two brands needed to reflect the values of these institutions and amplify the Kroger brand and its commitment to the University of Kentucky. The goal was to create a partnership that provided national exposure, regional media reach, and local community impact ultimately providing value for Kroger鈥檚 customers and driving sales.</p> <p> </p> <h3><strong>The Solution</strong></h3> <p>As a result, we set out to develop a comprehensive partnership that not only included renaming the University of Kentucky football stadium Kroger Field and traditional media assets, but also created meaningful opportunity for the brand to connect with fans, students, and members of the community. While renaming the football stadium made a significant statement signaling Kroger鈥檚 commitment to UK Athletics, it was important to ensure the brand was showing up in the community throughout the year, creating 1:1 touchpoints that complimented and augmented their stadium investment.</p> <figure id="attachment_1760" aria-describedby="caption-attachment-1760" style="width: 2560px" class="wp-caption aligncenter"><img decoding="async" class="size-full wp-image-1760" src="https://jmi.dev6.fhoke.com/wp-content/uploads/2021/01/14_181006FourMiler_07_IJ-scaled.jpg" alt="" width="2560" height="1707" srcset="https://www.jmisports.com/wp-content/uploads/2021/01/14_181006FourMiler_07_IJ-scaled.jpg 2560w, https://www.jmisports.com/wp-content/uploads/2021/01/14_181006FourMiler_07_IJ-300x200.jpg 300w, https://www.jmisports.com/wp-content/uploads/2021/01/14_181006FourMiler_07_IJ-1024x683.jpg 1024w, https://www.jmisports.com/wp-content/uploads/2021/01/14_181006FourMiler_07_IJ-768x512.jpg 768w, https://www.jmisports.com/wp-content/uploads/2021/01/14_181006FourMiler_07_IJ-1536x1024.jpg 1536w, https://www.jmisports.com/wp-content/uploads/2021/01/14_181006FourMiler_07_IJ-2048x1365.jpg 2048w, https://www.jmisports.com/wp-content/uploads/2021/01/14_181006FourMiler_07_IJ-900x600.jpg 900w" sizes="(max-width: 2560px) 100vw, 2560px" /><figcaption id="caption-attachment-1760" class="wp-caption-text">Four Miler.<br />Photo by Isaac Janssen | UK Athletics</figcaption></figure> <p> </p> <h3><strong>The Results</strong></h3> <p>When JMI Sports embarked on the development of this partnership with Kroger, the goal was to deliver well beyond the naming of a stadium. These elements deeply integrated Kroger鈥檚 engagement through out the athletics programs, the campus and the community.</p> <h5>Kroger Field</h5> <p>The Kroger brand is integrated into the fabric of the UK football stadium. Exterior signage illuminates the stadium in the blue that is shared by the UK and Kroger brands. Field logos, videoboard signage, branded entrances and concessions stands compliment the co-branding efforts throughout the stadium.</p> <img decoding="async" class="aligncenter size-full wp-image-1751" src="https://jmi.dev6.fhoke.com/wp-content/uploads/2021/01/IMG_7834-1-scaled.jpg" alt="" width="2560" height="1707" srcset="https://www.jmisports.com/wp-content/uploads/2021/01/IMG_7834-1-scaled.jpg 2560w, https://www.jmisports.com/wp-content/uploads/2021/01/IMG_7834-1-300x200.jpg 300w, https://www.jmisports.com/wp-content/uploads/2021/01/IMG_7834-1-1024x683.jpg 1024w, https://www.jmisports.com/wp-content/uploads/2021/01/IMG_7834-1-768x512.jpg 768w, https://www.jmisports.com/wp-content/uploads/2021/01/IMG_7834-1-1536x1024.jpg 1536w, https://www.jmisports.com/wp-content/uploads/2021/01/IMG_7834-1-2048x1365.jpg 2048w, https://www.jmisports.com/wp-content/uploads/2021/01/IMG_7834-1-900x600.jpg 900w" sizes="(max-width: 2560px) 100vw, 2560px" /> <h5>Kroger Fan Tailgate</h5> <p>At each UK football home game, Kroger hosts nearly 1000 fans to develop a complete fan experience for Kroger customers in a tailgate setting.</p> <h5>Big Blue Pantry</h5> <p>Kroger committed resources to upgrade the Big Blue Pantry on UK鈥檚 campus. The Big Blue Pantry provides food to students with food insecurities, and Kroger has committed significant resources each year to help minimize food insecurity among our most vulnerable community members.</p> <h5>Kroger Community Field</h5> <p>Each year, a $25k grant is awarded to a local community youth program to improve the experience for young people in youth sports programs.</p> <img decoding="async" class="aligncenter size-full wp-image-1752" src="https://jmi.dev6.fhoke.com/wp-content/uploads/2021/01/Community-Fields_May-2018.jpg" alt="" width="960" height="702" srcset="https://www.jmisports.com/wp-content/uploads/2021/01/Community-Fields_May-2018.jpg 960w, https://www.jmisports.com/wp-content/uploads/2021/01/Community-Fields_May-2018-300x219.jpg 300w, https://www.jmisports.com/wp-content/uploads/2021/01/Community-Fields_May-2018-768x562.jpg 768w, https://www.jmisports.com/wp-content/uploads/2021/01/Community-Fields_May-2018-900x658.jpg 900w" sizes="(max-width: 960px) 100vw, 960px" /> <h5>Kroger Shopping Event</h5> <p>During move-in week each year, Kroger hosts a student shopping event for new students to UK鈥檚 campus. Students are brought to the nearest Kroger location, where they share a shopping experience highlighted by partner activations throughout the store.</p> <img decoding="async" class="aligncenter size-full wp-image-1755" src="https://jmi.dev6.fhoke.com/wp-content/uploads/2021/01/NEW-1.png" alt="" width="1440" height="810" srcset="https://www.jmisports.com/wp-content/uploads/2021/01/NEW-1.png 1440w, https://www.jmisports.com/wp-content/uploads/2021/01/NEW-1-300x169.png 300w, https://www.jmisports.com/wp-content/uploads/2021/01/NEW-1-1024x576.png 1024w, https://www.jmisports.com/wp-content/uploads/2021/01/NEW-1-768x432.png 768w, https://www.jmisports.com/wp-content/uploads/2021/01/NEW-1-900x506.png 900w, https://www.jmisports.com/wp-content/uploads/2021/01/NEW-1-2000x1125.png 2000w" sizes="(max-width: 1440px) 100vw, 1440px" /> <p> </p> <p> </p> </div> </div> </section> <section id="section-2" class="section-dark bg-dark-gray txt-light"> <div class="section section--large pv-large"> <div class="section section--full section--medium txt-styles txt-center pb-large"> <h2>Get in Touch</h2> </div> <ul class="leaders grid grid--spaced-h grid--spaced-h-4 grid--spaced-h-tb2-6 grid--spaced-v-large txt-center"> <li class="leaders__item grid__col grid__col--4 grid__col--tb2-6 grid__col--m-12"> <a class="leaders__item-link animate-fade" href="https://www.jmisports.com/leaders/brandon-baker/"> <img width='423' height='550' class="img-full" src='https://www.jmisports.com/wp-content/uploads/2021/04/Headshots_Baker-423x550.jpg' srcset='https://www.jmisports.com/wp-content/uploads/2021/04/Headshots_Baker-423x550.jpg 1x, https://www.jmisports.com/wp-content/uploads/2021/04/Headshots_Baker-846x1100.jpg 2x' alt=''> <span class="leaders__item-icon"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 20 20"><g data-name="Layer 2"><path d="M10 0v20m10-10H0" fill="none" stroke="#13273e" stroke-miterlimit="10" stroke-width="2" data-name="Layer 1"/></g></svg></span> </a> <div class="leaders__item-txt txt-styles mt-mini"> <h4 class="txt-heading-simple txt-large">Brandon Baker</h4> <p class="txt-upper txt-mini">Vice President<br />Partnerships <br /> UK Sports & Campus Marketing</p> </div> </li> <li class="leaders__item grid__col grid__col--4 grid__col--tb2-6 grid__col--m-12"> <a class="leaders__item-link animate-fade" href="https://www.jmisports.com/leaders/seth-poteat/"> <img width='423' height='550' class="img-full" src='https://www.jmisports.com/wp-content/uploads/2021/04/Headshots_Seth-423x550.jpg' srcset='https://www.jmisports.com/wp-content/uploads/2021/04/Headshots_Seth-423x550.jpg 1x, https://www.jmisports.com/wp-content/uploads/2021/04/Headshots_Seth-846x1100.jpg 2x' alt=''> <span class="leaders__item-icon"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 20 20"><g data-name="Layer 2"><path d="M10 0v20m10-10H0" fill="none" stroke="#13273e" stroke-miterlimit="10" stroke-width="2" data-name="Layer 1"/></g></svg></span> </a> <div class="leaders__item-txt txt-styles mt-mini"> <h4 class="txt-heading-simple txt-large">Seth Poteat</h4> <p class="txt-upper txt-mini">Director <br />Key Partnerships <br /> UK Sports & Campus Marketing</p> </div> </li> <li class="leaders__item grid__col grid__col--4 grid__col--tb2-6 grid__col--m-12"> <a class="leaders__item-link animate-fade" href="https://www.jmisports.com/leaders/kim-ramsay/"> <img width='423' height='550' class="img-full" src='https://www.jmisports.com/wp-content/uploads/2021/03/Headshots_Ramsay-423x550.jpg' srcset='https://www.jmisports.com/wp-content/uploads/2021/03/Headshots_Ramsay-423x550.jpg 1x, https://www.jmisports.com/wp-content/uploads/2021/03/Headshots_Ramsay-846x1100.jpg 2x' alt=''> <span class="leaders__item-icon"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 20 20"><g data-name="Layer 2"><path d="M10 0v20m10-10H0" fill="none" stroke="#13273e" stroke-miterlimit="10" stroke-width="2" data-name="Layer 1"/></g></svg></span> </a> <div class="leaders__item-txt txt-styles mt-mini"> <h4 class="txt-heading-simple txt-large">Kim Ramsay</h4> <p class="txt-upper txt-mini">Vice President <br />Property Operations <br /> UK Sports & Campus Marketing</p> </div> </li> </ul> </div> </section> <section id="" class="section-light bg-white overflow-hidden"> <div class="section section--large pv-large"> <div class="section section--full section--medium txt-styles txt-center pb-small"> <h3 class="txt-subtitle">See our related projects</h3> </div> <div class="card-slider animate-slides"> <ul class="cards txt-center bxslider bxslider--loading js-card-slider"> <li class="cards__item hidden" aria-hidden="true"> <a class="cards__item-link" href="https://www.jmisports.com/our-work/kentucky-farm-bureau-x-kentucky-athletics/"> <img width='543' height='700' class="img-full" src='https://www.jmisports.com/wp-content/uploads/2021/03/Kentucky-Proud-Park-Entrance-543x700.jpg' 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