Tailgating With Publix

WENDY TOTH

LAKELAND, Fla. — Licensed product sales at Publix Super Markets here runs the gamut from Disney souvenir items in the Orlando, Fla., area to other products offered on a local basis, said spokeswoman Maria Brous.

With sports licenses, a good deal of the retailer's activity keys on its partnerships with two professional teams: the Miami Dolphins of the National Football League and Major League Baseball's Atlanta Braves.

For example, as the official supermarket of the Braves, Publix will have special merchandise in its Atlanta stores, Brous said. In South Florida, Publix does a lot of co-branding with the Miami Dolphins in its stores, as well as with the Braves in Atlanta, she said.

“During football season, you'll see ‘The Ultimate Tailgate Party’ promotion we do. The whole company participates in tailgating, because it doesn't need to be specific to just one team. We bundle items and do programs for all the weeks of the football season to get excitement and create your tailgate atmosphere,” she said.

“There are opportunities like when the Superbowl was in Miami this year and we were able to sell Superbowl merchandise in our stores. We always look for good opportunities that create what our shoppers are looking for at a great value and price point,” Brous said.

“That is also very important to our customers. They are not paying the additional cost to buy it at the stadium. It offers them value, and customers want value,” she said.