We couldn’t be more excited to announce our new partnership with the Canadian Olympic Committee, proudly making our family of brands the first-ever Official Grocer of Team Canada! This partnership marks the first time a national grocer has become a part of the Canadian Olympic family, and just like in our stores, healthy food and nutrition will be a key area of focus in everything that we do.

We know that nothing unites families more than a love of food and sport, and there’s no sporting event that brings the country together quite like the Olympics. We’re always committed to bolstering the Safeway brand, but this partnership will help us take it to a new level – all the way to Tokyo for the 2020 Summer Games! The eyes of the world will be on Team Canada and countless displays of our support will be right there with them. Strategic investments, just like this industry-leading partnership, are proven to build brand passion with customers while driving footsteps in our stores, solidifying brand affinity, and at their very core, help the business succeed. We’ll share more details on our marketing campaign in early 2020, but you can rest assured that Safeway will receive customer exposure like never before.

We also unveiled a pivotal partnership with Hockey Canada, a sport partner of the Canadian Olympic Committee. In our efforts to raise awareness around female participation in sport in Canada, we’ll be the exclusive partner of the Canadian National Women’s Hockey Team, supporting and celebrating the team leading up to and on the Olympic stage, as well as at the 2020 IIHF Women’s World Championship.

We’re incredibly proud to help so many inspiring Canadian athletes achieve their dreams of competing on the world stage. We’ll keep you updated as the partnership progresses and can’t wait to see Safeway at Tokyo 2020!