# Sports-Centric Food Partnerships Sobeys and MLSE Perfectly Fuse Sports and Food Culture Together By Amy Duong | Published 2018-11-12 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/sobeys-and-mlse References: [sobeys](https://www.sobeys.com/en/) & [mlse](https://mlse.com/) Last week, Sobeys and MLSE announced their exciting new partnership, marking an inaugural step towards collaboratively supporting Torontonian sports teams such as the [Maple Leafs](https://www.trendhunter.com/trends/qsr-deal), the Argos, the [Raptors](https://www.trendhunter.com/trends/draught-draft), the Marlies, and the Raptors 905. To launch the new partnership, Sobeys spotlighted fan culture as a means of connecting food and sports together -- highlighting the importance of meals during game day rituals. The duo's 'Game Day Eats' venture introduced the 'Ultimate Suite Contest' as an opportunity for fans to share their own game day meals for a chance at winning a personalized suite in view of a [Toronto Leafs](https://www.trendhunter.com/trends/chewy-canada) Game. Fans can share their superstitious snack, a meal before the game, or a bite during the game. This kicks off the first of the ongoing partnership with new opportunities coming through social media and being offered at Sobeys retailers. The partnership announcement was celebrated at a Toronto event, where Toronto athletic alumni such as Darcy Tucker, Darryl Sittler, and Jerome'Junyard Dog' Williams shared their favorite game day meals alongside Sobeys president and CEO Michale Medline and Michael Friisdahl. Image Credit: Sobeys ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 30% | Activity: 84% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Sports-centric Food Experiences:** Businesses can capitalize on the fan culture connection between food and sports by creating immersive food experiences centered around game day rituals and superstitions. - **Social Media-centric Partnerships:** Collaborations between brands can leverage social media to engage fans and create opportunities for exclusive experiences that increase brand awareness and loyalty. - **Personalized Game Day Meals:** There is an opportunity for food companies to innovate by creating personalized meal options for fans that incorporate their favorite game day rituals and superstitions. ### Who This Affects Most - **Food Retail:** Food retailers can partner with sports teams and athletes to create unique food experiences that elevate their brand and engage with fans on a deeper level. - **Sports Marketing:** Sports marketing agencies can help brands create social media campaigns that tap into fan culture and elevate the game day experience with personalized food options and exclusive experiences. - **Hospitality:** Hotels and restaurants can attract sports fans by offering personalized game day meal options and immersive experiences centered around game day rituals and superstitions. ## Related on Trend Hunter - [Pet-Focused Sports Partnerships](https://www.trendhunter.com/trends/chewy-canada.md) - [Game Day QSR Deals](https://www.trendhunter.com/trends/qsr-deal.md) - [Homemade Food Delivery Partnerships](https://www.trendhunter.com/trends/homemade-food-marketplace.md) - [Gaming-Inspired Food Partnerships](https://www.trendhunter.com/trends/nanak-foods.md) - [Active Wearable Tech](https://www.trendhunter.com/trends/active-wearable-tech.md) - [Olympic Meal Delivery Campaigns](https://www.trendhunter.com/trends/skipthedishes.md) - [QSR-Backed Hockey Teams](https://www.trendhunter.com/trends/montreal-canadiens.md) - [Electronics-Branded Football Jerseys](https://www.trendhunter.com/trends/toronto-fc.md) - [Olympic-Themed French Fry Pop-Ups](https://www.trendhunter.com/trends/team-canada-popup.md)