You’ll now be able to see the official Gamecock athletic logo when you might not expect — when you’re grocery shopping.
BI-LO now has a multi-year, multi-sport agreement as the premier grocer of South Carolina athletics. The nearly 82 BI-LO stores based out of South Carolina will now have the opportunity to use athletic logos and trademarks in its advertising.
“When you have more than two decades of a partnership, I think that the two brands are important. They’re both local brands,” said Calvin Rash, BI-LO district director in Columbia. “I think it connects us to a great local college.”
Signage will also be evident throughout the year, specifically at tailgates for football games and the basketball and baseball stadiums. Promotions will allow fans opportunities to win USC prizes. Radio broadcasts for all sports will also include BI-LO advertising.
According to Rash, the partnership between BI-LO and USC is especially meaningful because BI-LO’s roots are in South Carolina.
BI-LO officials hope that the partnership will allow BI-LO to make more meaningful connections with USC fans.
“Given the longstanding importance of college sports in South Carolina, we believe that few things resonate more with certain South Carolinians than Gamecock sports,” said Sam Blaiss, regional vice president for BI-LO. “This partnership will allow us to make more meaningful connections with the large population of USC fans across the state and throughout the southeast.”
They are also looking forward to taking advantage of the energy associated with USC athletics.
“I think I’m most excited about the opportunity to be tied in with the local brand of USC and the excitement that comes with it. They’ve had so many winning seasons over the last few years, and you can just see that all across Columbia, especially when football season rolls around,” Rash said. “There’s a loyalty that comes just from being connected with that.”
USC athletics sees the partnership as a way to recognize the extended relationship between the two.
“We’re pleased to continue our relationship with BI-LO,” said Ray Tanner, South Carolina Director of Athletics. “For over two decades, BI-LO has been wonderful supporters of our University and athletics program. Their commitment to the Gamecocks is much appreciated.”