St. Simons Island, Georgia-based Farm Rich, a division of Rich Products and maker of frozen snack and appetizer products in the United States, and the Southeastern Conference (SEC) have announced an exclusive three-year sponsorship that will feature Farm Rich as the “Official Frozen Snack of the SEC” across all SEC sports, including college football, basketball, baseball, soccer, tennis and gymnastics. It kicked off with the 2020 SEC football season, which was delayed due to the Covid-19 pandemic but resumed on September 26 and is now scheduled to be in full swing through the December 19 championship game in Atlanta.
“When it comes to game-day foods, Farm Rich is a snack of choice among sports fans, and we are so proud to team up with the SEC to be the ‘Official Frozen Snack’ of the conference,” said Ciera Womack, the company’s senior marketing manager. “Fans everywhere are thrilled that football has returned to the fields this fall and even though stadiums may look different, we can all still watch and enjoy the games from home. This exclusive, multi-tiered partnership is a great fit for our brand, which is also based in the Southeast, and gives us many cross-promotional opportunities across multiple sports.”
Farm Rich will have exposure in more than 1,600 SEC events on-air, radio, print and digital, and will be featured as:
- The Presenting Sponsor of “The SEC in 60” on-air recap
- The “Starting Line Up” feature during basketball season
- The Presenting Sponsor of the halftime show during Noon Football Games during the football season
- Additionally, the brand will develop several activations in-game, in-store and in-market to drive promotion of the sponsorship
“We are pleased to welcome Farm Rich as an SEC official sponsor,” said SEC Commissioner Greg Sankey. “Based in St. Simons Island, the longtime home of the SEC Men’s Golf Championship, the company is a perfect fit into the SEC family of sponsors.”
A new TV spot is currently being developed to air on the SEC Network later this year. National promotions are also in the works, including a social media sweepstakes featuring brand mascot Frank the goat, who will recruit fans to show off their football spirit with decorated lawns, with winners receiving Farm Rich sponsored at-home tailgates featuring a “goat-load” of snacks and more.
Other featured programs and activations will be announced in 2021.
About the SEC
A pioneer in the integration of higher education and athletic competition, the Southeastern Conference is a leader on the national landscape for intercollegiate athletics in the 21st century. Since its formation in 1933, the SEC has achieved stature and stability by designating governing/voting power to the presidents of the member institutions. These university leaders determine the policies of the conference and through the years this involvement has been the principal source of strength in the evolution of the SEC. Throughout its history, the SEC has provided leadership on the vital issues facing intercollegiate competition. Alabama, Auburn, Florida, Georgia, Kentucky, LSU, Mississippi, Mississippi State, Tennessee and Vanderbilt have been in the SEC since its formation in 1933. The league has expanded twice, adding Arkansas and South Carolina in 1991, then Missouri and Texas A&M in 2012.