Texas Tech on Tuesday announced a new marketing partnership with United Supermarkets that will brand the grocery chain as “the official supermarket” of Tech athletics and the Texas Tech Alumni Association.
Financial terms of the agreement were not disclosed, but it begins immediately with the start of the Tech basketball season. Tech senior associate athletics director Robert Giovannetti said it runs to 2027.
“It provides an increased sponsorship amount that United is investing toward Texas Tech athletics,” Tech athletics director Kirby Hocutt said, “so it’s a significant investment from a sponsorship role that will help us with our operational expenses when we talk about the student-athlete experience, strength and conditioning, nutrition, travel, recruiting travel.
“Their increased investment will help us with expenses as an athletics department.”
Tech announced the agreement at an afternoon news conference at which attendees heard remarks from Hocutt, United Supermarkets CEO Robert Taylor and Barry Street, the chair of the Texas Tech Alumni Association national board of directors.
Hocutt said the agreement gives United Supermarkets exclusivity for advertising and promotions within Tech sports events.
Giovannetti said Coca-Cola, AT&T, Under Armour and Anheuser-Busch also have exclusivity agreements with Tech that provide advantages over its competitors.
“The exclusivity category,” Hocutt said, “is one that we only have a few of those partners at that level, and for United to step up to that capacity of sponsorship is very appreciated. We’re very grateful.”
Taylor told the audience in Jones AT&T Stadium’s north end zone building that United Supermarkets has been a partner to Tech since shortly after the first store opened locally in 1956.
“We were smart enough to figure out that Tech was really, really good for Lubbock, which is our home base and home community,” Taylor said. “We saw what they do, how they enhance life and life experiences in Lubbock, but also throughout our (geographic) footprint. … We’re glad to be here, and we’re glad to be Red Raiders.”