Foodland has extended its partnership with the Adelaide 36ers through the NBL28 season, showing how local retailers can deepen community connections, build trust, and reinforce their purpose beyond the checkout.

As the club’s Official Supermarket and Community Support Partner, Foodland backs initiatives like the Active Adelaide 36ers healthy lifestyles program for primary school children, while its branding appears on team jerseys and training gear.

“The club’s engagement with families and South Australian communities is a key area of focus for our business. We love supporting both gameday experiences and promoting healthy lifestyles to the next generation,” says Foodland CEO Franklin dos Santos.

A long-term, strategic play

The multi-year extension reflects long-term alignment, not just a short-term promotional deal. Adelaide 36ers CEO Nic Barbato calls it a strong vote of confidence in the club’s vision on and off the court.

Sport offers a natural platform for independent retailers to connect with families in authentic ways — blending local identity, shared experiences, and brand loyalty.

Partnerships like Foodland’s with the Adelaide 36ers highlight the strength of independent retailers. They’re not just selling products, they’re investing in communities, building trust, and showing the difference independents make locally.

Why it matters for independents

Foodland’s approach builds on the sector’s traditional strengths. With more than 90 stores across South Australia and Broken Hill, independents have long supported local clubs, schools, charities, growers, and suppliers. These partnerships extend that community impact into highly visible, public spaces. With benefits including:

• Trust amplification – reinforcing credibility beyond advertising.
• Multi-generational reach – engaging children, parents, and grandparents alike.
• Values alignment – supporting healthy lifestyle initiatives positions retailers as contributors to social wellbeing.

Standing out in a competitive landscape

In today’s retail environment, initiatives like this differentiate independent brands from national chains. By partnering with organisations that share local focus and values, independents strengthen loyalty and demonstrate authentic community leadership.

Rather than competing only on price or scale, they compete on something harder to replicate: genuine local connection.