Empire has expanded its relationship with Tennis Canada, giving its grocery banner Sobeys the naming rights to the stadium that will host one of the top annual tennis tournaments in the world, the 2022 National Bank Open presented by Rogers.

Sobeys Stadium in Toronto will host the women’s tennis event in August. The men’s event will be held at IGA Stadium (Stade IGA) in Montreal, named for another Empire-owned grocery chain. The two venues switch hosting duties for the men and women’s events every year.

The outdoor stadium is located at York University’s Keele Campus north of Toronto and was previously known as the Aviva Centre since 2015, when the insurance company took over naming rights from Rexall. It has a capacity of 12,500 for tennis matches and up to 14,000 for concerts. It also houses Tennis Canada’s head office.

Sobeys brand will be highlighted throughout the entire stadium. Delivery service Voilà by Sobeys is also the official “in-seat ordering experience” with food delivered directly to fans in their seats.

The new partnership between Sobeys and Tennis Canada also includes free tennis clinics for youth in the communities close to Sobeys Stadium. Supported by Sobeys and operated by Tennis Canada, the clinics will be run by former Canadian professional tennis player Daniel Nestor, a 12-time Grand Slam doubles champion and Olympic gold medalist. The kids participating in the clinics will receive a starter package sponsored by Sobeys and have the opportunity to experience a behind the scenes tour of the stadium.

The sponsorship is a “natural extension” of Sobeys’ commitment to the powerful connection between food, family and sport, the company says, something it has also reflected in its Olympics sponsorship.