Supermarkets are becoming more of a playing field for sports-oriented promotions. Increasingly, chains and independents are plugging into activities linking them to race cars, the Super Bowl and a myriad of other sports activities. Retailers are sponsoring athletes and sports-related events. They are also linking loyalty-card programs and community giving efforts to sports-related activities. Retailers see the link with athletics and racing as a means of competing with their peers. "We ...

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