Market 32 and Price Chopper Announce Strategic Partnershipwith The University at Albany’s Danes of Greatness NIL Collective
Schenectady, N.Y., November 21, 2025– Market 32 and Price Chopper have announced a new partnership with Danes of Greatness’ Name, Image, and Likeness (NIL) collective, which was built to elevate and amplify the University at Albany men’s basketball program. The Capital Region’s neighborhood grocer will collaborate with the Danes of Greatness to create authentic connections between the athletes and fans, build brand affinity among the next generation of grocery shoppers, and make a difference in the community.
“We’re excited to launch this first-of-its kind partnership with UAlbany’s NIL collective,” said Pam Cerrone, Market 32 and Price Chopper director of community relations. “It’s what we like to call a win-win. Our collaboration with Danes of Greatness strengthens Market 32 and Price Chopper’s connection to the community by supporting local student athletes and fostering educational and professional development. It also expands our visibility through authentic marketing opportunities that highlight our commitment to healthy lifestyles and community involvement.”
Through the partnership, Market 32 and Price Chopper and Danes of Greatness NIL will co-develop and host events, in-store activations, and social media campaigns to further engage customers and fans while fostering student-athlete professional development, brand growth, and community engagement. This includes programs like “Shop with Your Favorite Player” events and “Wing DOG Wednesday” in-store product test tastings. Additionally, throughout the season, men’s basketball student-athletes will also support various Market 32 and Price Chopper customer outreach efforts through influencer-style content creation and social media collaborations, extending the athletes’ visibility beyond the arena and helping them gain invaluable hands-on experience outside the classroom in marketing, management, and other in-demand fields.
“We are pumped about the partnership with Market 32 and Price Chopper for this inaugural year of collaborating together,” said Chris Wyatt, Danes of Greatness founder. “Their mission to help people feed and care for themselves and their families is now connected through our UAlbany basketball program to support and amplify such a community-focused organization. This is another example where Danes of Greatness is able to encourage our student athletes’ growth within the community in even greater capacity off the court. Let’s continue to support the Capital Region. Go Danes!”
In addition to the NIL partnership, Market 32 and Price Chopper will sponsor an in-game promotional contest at all men’s basketball home games. One fan will be chosen to compete in a strategy test to win $150 in free groceries and help Market 32 and Price Chopper donate 1,000 meals to the Regional Food Bank of Northeastern New York, bolstering the company’s commitment to fighting food insecurity.
Danes of Greatness functions as an independent collective organized by a third party that facilitates NIL opportunities for student-athletes. It provides a structured, compliant platform to monetize their name, image, and likeness.
Market 32 and Price Chopper Announce $630,000 Multi-Year Partnership with the Regional Food Bank
LATHAM, NY – Market 32 and Price Chopper today announces a historic, multi-year partnership with the Regional Food Bank, strengthening a relationship that dates back to 1982 and expanding joint efforts to support families facing food insecurity across the region.
The new agreement, which spans 2026 through 2028, formalizes and scales Market 32 and Price Chopper’s longstanding commitment to fighting food insecurity alongside the Food Bank by pledging $630,000 in support through financial contributions, fundraising, food donations, enhanced retail rescue efforts, event and program sponsorships, and year-round volunteer engagement. The multi-faceted partnership builds on the initiatives Market 32 and Price Chopper have supported for decades, ensuring the Food Bank has the long-term stability needed to plan confidently and serve a growing number of neighbors in need.
As part of the expanded partnership, Market 32 and Price Chopper will:
- Serve as Presenting Sponsor of the Food Bank’s Thanksgiving Distribution
- Support the annual Holiday Hunger Appeal and Regional Food Bank Telethon
- Fund school pantries serving students and families across the Capital Region
- Sponsor key fundraising events, including the Auction Gala and Farm to Fork Gala
- Expanded in-kind food donations and ongoing year-round support
In addition, Market 32 and Price Chopper will increase participation in its Fresh Recovery program to expand the variety and volume of fresh food rescued across dozens of stores. Every day, Regional Food Bank staff visit Market 32 and Price Chopper stores, along with other retail grocery stores, to rescue food that is approaching its “best by” date. These products are brought to the Regional Food Bank and offered to partner agencies, food pantries, shelters, and soup kitchens, often on the same day. This ensures more food is delivered directly to those in need, while also reducing food waste. Each year, through partners like Market 32 and Price Chopper, more than 15 million pounds of food is saved and available for neighbors in need.
These combined investments strengthen the Food Bank’s ability to deliver nutritious food to more than 1,000 partner agencies—including food pantries, shelters, soup kitchens, and community organizations—across a 23-county service area that spans 41% of New York State’s geography from the lower Hudson Valley to the Canadian Border.
“For more than four decades, the Regional Food Bank has been one of our most trusted and valued partners in the fight against hunger,” said Blaine Bringhurst, Market 32 and Price Chopper president. “The need for sustained, dependable support has never been greater. This enhanced, multi-year commitment — the largest we’ve ever made — ensures the Food Bank has the resources to grow, innovate, and serve our neighbors with dignity and care. We are honored to stand beside them and commit even more resources to ensure the health, well-being, and strength of this region for years to come.”
This announcement comes as the Food Bank prepares for its Thanksgiving Distribution tomorrow, Saturday, November 22—the largest in New York State—and kicks off its annual Holiday Hunger Appeal, made possible with support from longstanding partner organizations.
“Our ability to fight hunger and support neighbors in need simply wouldn’t be possible without dedicated partners like Market 32 and Price Chopper,” said Tom Nardacci, CEO of the Regional Food Bank. “They have stood with us since the very beginning, and today we’re taking another significant step forward together—advancing innovative ways to combat hunger across our communities. At this especially important time of year, we’re deeply grateful for their leadership, their generosity, and their unwavering commitment to helping families who need it most.”
The strengthened partnership aligns with Market 32 Cares, the company’s commitment to advancing the health, stability, and vitality of the communities it serves. With demand for food assistance continuing to rise, this multi-year partnership ensures the Food Bank can provide families with fresh, nutritious food during the holidays and throughout the year.