Hy-Vee Secures Naming Rights for Iowa Sports Complex at $100K Per Year

Hy-Vee has secured the naming rights for a sports complex in Grimes, Iowa, marking a significant partnership with the City of Grimes. The 50-acre, multi-sports turf complex, which opened partially last year and fully this spring, will now be known as the Hy-Vee Multiplex Powered by the City of Grimes.

As part of a five-year agreement, Hy-Vee will pay $100,000 per year for the naming rights, with the option to extend the agreement for an additional five years. This agreement aligns with Hy-Vee’s focus on promoting health, wellness, and active lifestyles as stated by the company’s Vice President of Sports Marketing, Matt Nickell.

The facility has already attracted significant attention, with 2.1 million visitors reported, and has hosted various major events such as youth sports tournaments including USSSA baseball, Spring State Cup Soccer, and Special Olympics State Slow Pitch. The area surrounding the sports complex is also undergoing development, with new commercial, retail, and entertainment projects underway, including a Tru by Hilton hotel, a luxury townhome and apartment complex, and a Chipotle restaurant.

Hy-Vee, headquartered in West Des Moines, Iowa, operates in the Midwest with about 75,000 employees and generates $13 billion in annual sales.