Sports Sponsorships

Mars Chocolate North America’s M&M’S, Snickers, Twix, Milky Way and 3 Musketeers brands are giving football fans the opportunity to party with the 2011 Super Bowl champions.

Budweiser American Ale has enlisted Olympian and four-time world freestyle kayaking champion Eric Jackson as an ambassador for the brand. Beginning next year, Jackson will appear in Budweiser American Ale print and point-of-sale marketing, and the brand will have a presence at professional kayaking events throughout 2010. Budweiser American Ale will also host private training sessions with Jackson, offering both experienced and novice kayakers alike the chance to learn from the most successful competitive kayaker in history.

Hoops legend Michael Jordan filed suit this week in Cook County Circuit Court against Chicago-area chains Jewel and Dominick’s over congratulatory ads the grocers ran after Jordan was inducted into the Basketball hall of Fame in September, according to published reports.

Diamond Foods, Inc. has rolled out a marketing campaign in support of the relaunch of its Pop Secret premium popcorn brand, which it acquired in September 2008 and took full control of in February 2009.

To further boost consumer purchases of avocados, leading up to and during the key Super Bowl sales period, the Hass Avocado Board (HAB) is implementing a marketing campaign that features football legend Joe Montana and highlights how consumers can plan Big Game party menus incorporating Hass avocados.

Winn-Dixie Stores, Inc. has unveiled the “PepsiCo TICKETS Fore CHARITY” program, which will involve the participation of local nonprofit organizations.

Thanks to a season that runs from August through March, complementary to that of California avocados, American grocers are now using the Chilean Avocado Importers Association’s (CAIA) in-store promotional materials and comprehensive marketing program to boost Chilean Hass Avocados — and subsequently overall produce sales — significantly.

Sedano’s Supermarkets has opened a new flagship store — the grocer’s 31’st location — in the Westchester area of Miami.