Super Bowl XXXVII

Winn-Dixie snags bragging rights as Bucs grocer

Publix says its rival offered a longer contract and more money to be "official supermarket."

By SCOTT BARANCIK, Times Staff Writer
© St. Petersburg Times
published January 22, 2003

If business is anything like a football game, Publix Super Markets just got sacked.

The Lakeland grocery chain paid the Tampa Bay Buccaneers nearly $5-million over the past five years to be its "official supermarket." Perks included prominent company signs and Jumbotron messages at Raymond James Stadium.

Next season promised even more bragging rights, with the Bucs returning to Tampa as Super Bowl champs or runners-up.

But when the Publix deal with the Bucs came up for renewal recently, the state's leading supermarket chain lost out to rival Winn-Dixie Stores. The Jacksonville chain's term as the "official supermarket" of the Bucs begins Monday.

"Our competitors were willing to pay more than we were and for a much longer period of time," Publix spokesman Lee Brunson said. "That's a business decision."

Brunson declined to discuss bid amounts, and attempts to reach spokesmen at Winn-Dixie and the Buccaneers Tuesday afternoon were unsuccessful. Given the Bucs' recent success, however, it's possible the team was able to hold out for considerably more money than in the past.

This is not the first time Winn-Dixie has stiff-armed its rival. When Publix became the official supermarket of the Jacksonville Jaguars last year, it seemed to have beaten Winn-Dixie in its own back yard. But in August, Winn-Dixie agreed to purchase (and then give away) all unsold tickets for the Jaguars' 10 remaining games, thus ensuring that none of the games would be blacked out on local television.

Adding to the confusion, a Publix coupon was printed on the back of each ticket that Winn-Dixie gave away. Publix will not sponsor the Jaguars a second year.

Publix is still taking advantage of its expiring association with the Bucs. Tuesday's editions of the St. Petersburg Times and Tampa Tribune included full-page ads by Publix wishing the team "smooth sailing in San Diego."

But Brunson argued that Publix, which is currently renegotiating its endorsement deal with the Miami Dolphins, doesn't really need the lost sponsorships.

"Don't you think everyone knows who Publix is in the state of Florida?" he asked.

-- Scott Barancik can be reached at barancik@sptimes.com or (727) 893-8751.