Sprouts Teams up with Women’s Sports Network

Sprouts Farmers Market has announced a new multi-year sponsorship agreement with the Southeastern Conference (SEC) and SEC Network, making it the Official Grocer of the SEC. The sponsorship, which began July 1st, will primarily focus on SEC’s prominent women’s sports, including basketball and gymnastics.

The sponsorship kicked off last month with Sprouts presenting a groundbreaking television mini-marathon of SEC women’s sports on SEC Network, celebrating the anniversary of Title IX on Sunday, June 23. The marathon will showcase highlights from women’s basketball, softball, and gymnastics championships.

“Sprouts’ sponsorship of the Southeastern Conference is our latest example of furthering equity in sports for women while also expanding the reach of our brand to new audiences,” said Alisa Gmelich, Sprouts’ SVP and chief marketing officer. “Our commitment to promoting healthier lifestyles within our communities remains steadfast, and supporting college athletics, and specifically empowering women in sports.”

The sponsorship includes the integration of Sprouts Farmers Market into SEC Network programming and throughout the SEC’s presence, including “SEC Nation,” the network’s traveling football pre-game show. Sprouts will also have on-site activations at SEC FanFare during the football championship in Atlanta and other major SEC championship events, such as the SEC Women’s Basketball Championship, the SEC Gymnastics Championship, and the SEC Softball Championship in 2025.

“We are pleased to welcome Sprouts Farmers Market as an official sponsor of the Southeastern Conference, and we are particularly excited about Sprouts’ commitment to the support of women’s athletics in the SEC,” said Greg Sankey, commissioner of the Birmingham, Ala.-based SEC. “Our sponsor program is important to the mission of supporting SEC athletics programs and the addition of Sprouts adds to a robust family of sponsors for the Conference. We look forward to Sprouts’ participation in our programming and championship events.”

Sprouts Farmers Market has a history of working within the ESPN and Disney portfolio, including becoming the title sponsor of the Sprouts Farmers Market Collegiate Quad, ESPN Events’ first owned and operated gymnastics invitational. The inaugural event saw record viewership on ABC, and the second year will feature five of the eight national semifinalists from the 2024 NCAA National Collegiate Women’s Gymnastics Championship, including the 2024 NCAA Champion LSU.

“Beginning this season, Disney is the exclusive home for all SEC sports, bringing the best of college athletics directly to fans everywhere,” said Andrew Messina, SVP of sales at New York-based Disney Advertising. “Disney’s unparalleled reach and innovative streaming capabilities make it the pre-eminent sports platform, ideal for advertisers. With the help of brands like Sprouts Farmers Market, every exciting SEC matchup will be accessible to millions of viewers across the country.”

Phoenix-based Sprouts Farmers Market employs approximately 32,000 associates and operates over 400 stores in 23 states. The company ranks No. 51 on Progressive Grocer’s 2024 list of the top food and consumables retailers in North America.