“Hy-Vee Hoops Border Showdown” Tips Off Dec. 11 in Lawrence 

LAWRENCE, Ks. and COLUMBIA, Mo. LEARFIELD’s Jayhawk Sports Properties and Mizzou Sports Properties announced today an agreement with Hy-Vee for a six-year entitlement of the “Hy-Vee Hoops Border Showdown.”

This marks the start of a renewed rivalry series between the University of Kansas and University of Missouri men’s basketball programs, which last met in regular-season play in 2012, when both schools were members of the Big 12 Conference. On Dec. 11, the Jayhawks will play host to the inaugural game within the renewed series, tipping off at 2:15 p.m. at Allen Fieldhouse. Host sites for the subsequent “Hy-Vee Hoops Border Showdown” games are as follows:

  • 2022 (Missouri)
  • 2023 (Kansas)
  • 2024 (Missouri)
  • 2025 and 2026 (Kansas City, T-Mobile Center)

“We have a long history of supporting our colleges and universities in the areas we serve and celebrating the accomplishments of their respective athletic programs,” said Randy Edeker, chairman, CEO and president of Hy-Vee. “This rivalry is one that attracts basketball fans of all ages and highlights two nationally recognized programs, which is why it was important for us to be a part of bringing back this legendary tradition.”

Jayhawk Sports Properties and Mizzou Sports Properties are the locally based teams for LEARFIELD, athletics multimedia rightsholder for University of Kansas and University of Missouri, respectively. Hy-Vee is an existing athletics partner for both schools, and the “Hy-Vee Hoops Border Showdown” sponsorship signals another valued commitment within college sports by the reputable Midwest grocer.

“We’re thrilled for Kansas to host the renewed meeting between these two programs on Dec. 11 at Allen Fieldhouse, and we appreciate Hy-Vee’s generosity and continued support for both of our universities,” said Jayhawk Sports Properties General Manager Marc Tuttle.

“There’s a different atmosphere that surrounds rivalry games, and we’re glad to have the KU series with men’s basketball return,” said Mizzou Sports Properties General Manager Josh Pell. “Hy-Vee is a great partner to both of our schools, and we appreciate the company’s commitment and look forward to the Hy-Vee Hoops Border Showdown tipping off next month.”

Hy-Vee will also sell merchandise to help promote the game in select stores throughout Missouri and Kansas.


LEARFIELD is a leading media and technology services company in intercollegiate athletics. The company unlocks the value of college sports for brands and fans through an omnichannel platform with innovative content and commerce solutions. LEARFIELD services includes licensing and multimedia sponsorship management; publishing, audio, digital and social media; data analytics; ticketing, ticket sales and professional concessions expertise; branding; campus-wide business and sponsorship development; and venue technology systems. Since 2008, it has served as title sponsor for the acclaimed LEARFIELD Directors’ Cup, supporting athletic departments across all divisions.

Hy-Vee, Inc. is an employee-owned corporation operating more than 285 retail stores across eight Midwestern states with sales of more than $12 billion annually. The supermarket chain is synonymous with quality, variety, convenience, healthy lifestyles, culinary expertise and superior customer service. Hy-Vee ranks in the Top 10 Most Trusted Brands and has been named one of America’s Top 3 favorite grocery stores. The company’s more than 91,000 employees provide “A Helpful Smile in Every Aisle” to customers every day. For additional information, visit www.hy-vee.com.