West Des Moines, Iowa-based Hy-Vee announced an exclusive, three-year agreement with Kansas City Chiefs quarterback Patrick Mahomes, the reigning NFL MVP.

The partnership will include television commercials, social media collaboration, appearances, apparel and exclusive product launches at Hy-Vee locations throughout the Midwest.

“Patrick Mahomes is a true MVP in the way he conducts himself both on and off the field,” says Randy Edeker, Hy-Vee’s chairman, CEO and president. “He is motivating and hard-working, making him a positive role model for both our customers and football fans, alike. We believe this partnership will bring more attention to his outstanding achievements and inspire younger generations to follow the example he has set for others.” 

To kick off the partnership, Mahomes was the headline speaker at Hy-Vee's Exercising Your Character event at Hy-Vee Hall in Des Moines. it's an annual event for more than 10,000 fourth- and fifth-graders in Iowa that focuses on character building, physical activity and leading a healthy lifestyle.

“Hy-Vee has been a tremendous partner and supporter of the Kansas City Chiefs since 2009, and I look forward to working more closely with them on a personal level to bring even more awareness to Hy-Vee’s strong brand,” says  Mahomes.