Hy-Vee says no to increased price of KC Royals sponsorship, so contract ends

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KANSAS CITY, Mo. — Hy-Vee, Inc. and the Kansas City Royals have ended their partnership, after the Royals asked for ‘significantly more’ money from Hy-Vee to renew its sponsorship contract.

The Des Moines Register reports that the West Des Moines-based grocery chain has been the official grocer of the Royals since 2001.

That has meant a ‘Hy-Vee gate and section in the upper-deck and firework displays sponsored by Hy-Vee.

Now, as the Royals have earned more prestige with their World Series win in 2015 and World Series appearance in 2014, they wanted more money from their sponsors.

“While we are disappointed to end our long-standing relationship, we couldn’t justify spending the amount that was being asked without it impacting our customers in the long run,” Donna Tweeten, Hy-Vee’s chief marketing officer, said in a news release. “We have to be fiscally responsible when evaluating our sponsorships and this offer simply didn’t fit that criteria.”

Hy-Vee wouldn’t disclose how much money the Royals wanted for a renewal, only that it was substantially more than the 2013 contract.

Click here for more from the Des Moines Register on what else will be changing now that the sponsorship is ending.

Hy-Vee will continue to sponsor the Kansas City Chiefs through 2023.

It is also a sponsor of Kansas Speedway.

The Royals said they are not yet ready to announce sponsorships for the 2017 season.