Hy-Vee ends sponsorship with the Royals

KANSAS CITY, Mo. - Hy-Vee and the Royals are splitting up.

Hy-Vee announced on Wednesday morning that it is ending its 15-year sponsorship of the Royals.

“After several weeks of meetings and negotiations, we were unable to come to an agreement on the terms of a new contract,” said Donna Tweeten, executive vice president, chief marketing officer and chief customer officer at Hy-Vee in a statement. “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. We have to be fiscally responsible when evaluating our sponsorships and this offer simply didn’t fit that criteria.”

According to Hy-Vee, their contract officially ended with the Royals in October.

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