With training camp underway at the Virginia Mason Athletic Center, the Seahawks and Safeway/Albertsons announced Monday a multi-year extension of the partnership that makes Safeway the presenting sponsor of training camp as well as the Seahawks 12 Tour.
"Safeway has been an incredible partner of ours for many years, and we are so thrilled and proud to announce a multi-year partnership extension with Safeway," said Amy Sprangers, the Seahawks' vice president of corporate partnership and suites. "For many years to come, they will be the title partner of training camp and the 12 Tour."
Through their involvement both in training camp and the 12 Tour, Safeway's goal is to help their customers connect with the Seahawks.
"The primary goal of our sponsorship is to provide 12s throughout the state access to their favorite team and players," said Sara Osborne, Safeway's director of public affairs and philanthropy. "We do that in a variety of ways. There's the 12 Tour, we really like that program and are trying to take it up a step further each time. There's donations in the community and things we can do in our stores to support people. Then training camp of course, we give away a lot of (training camp) tickets that were allotted to us."
Part of the partnership is the in-store program called "Shop and Score," which, starting Aug. 16, will allow fans to earn access codes to be entered to win prizes by purchasing certain products. Prizes include Seahawks tickets, autographed merchandise, a trip for two to Hawaii, groceries for a year, and a grand prize of $250,000 that will be awarded if the Seahawks score an offensive touchdown longer than 90 yards this season.
"We want to support whatever is most important to communities and our customers, and obviously the Seahawks are a lot of people's favorite team," Osborne said. "So the more we can provide access to their favorite team, sometimes in ways they might not know exist, is important for us."
Another element of the Seahawks' partnership with Safeway has been a growing partnership with players and the charitable organizations they work with in the Seattle area and beyond. Safeway has worked with Russell Wilson and Strong Against Cancer to help fight pediatric cancer, and recently Michael Bennett and Cliff Avril filmed a commercial for the Complete Eats program, which allows families using SNAP/EBT food benefits to earn a $5 coupon for purchasing $10 of fruits and vegetables.
"One of the things that is beneficial is the partnerships we've made with some of the players," Osborne said. "They're supporting organizations that have done really great work in Seattle and in Washington for decades… That's been an exciting part of the sponsorship that we never really anticipated."
Photos from the second day of 2017 Seahawks training camp practice at Renton's Virginia Mason Athletic Center.