Hy-Vee buys naming rights to Iowa sports complex for $100K per year

Hy-Vee bought the naming rights to a sports complex in Grimes, Iowa, the City of Grimes announced Monday. 

A 50-acre multi-sports turf complex will now be known as the Hy-Vee Multiplex Powered by the City of Grimes, according to the city’s website. The facility fully opened this spring and is located near the grocery chain’s store in Grimes.

Hy-Vee and the City of Grimes have signed a five-year naming rights agreement. The grocer is paying $100,000 per year, with the potential to renew for an additional five years, according to reporting from the Des Moines Register. 

“At Hy-Vee, we promote health and wellness, and support active lifestyles for people of all ages, and this sports complex reflects those values,” said Hy-Vee Vice President of Sports Marketing Matt Nickell. 

Since its partial opening last fall, some 2.1 million people have visited GrimesPlex and surrounding businesses, according to the City of Grimes. The facility has hosted multiple state and regional youth sports tournaments including USSSA baseball, Spring State Cup Soccer, and the Special Olympics State Slow Pitch.

The sports complex sits on 80 acres of undeveloped land planned for commercial, retail and entertainment uses. A Tru by Hilton hotel, a 400-unit luxury townhome and apartment complex, an 18,000-square-foot retail center, and a Chipotle are all currently under construction near the facility.

Hy-Vee is headquartered in West Des Moines, Iowa, just about 11 miles south of Grimes. The midwest grocer has some 75,000 employees and generates $13 billion in annual sales. Hy-Vee was also the Supermarket News 2023 Retailer of the Year.

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