 Prior to 2010, Food City was a primary sponsor of the Web.com Tour Knoxville Open golf tournament in Knoxville, Tennessee, which benefited several charities.In September 2014, it was announced that Food City would be a presenting sponsor for the Battle at Bristol football game in 2016 between the Tennessee Volunteers and the Virginia Tech Hokies.In September 2016, Bristol Motor Speedway announced that Food City signed on as the title sponsor of the "Bucs at Bristol" football game between the ETSU Buccaneers and the Western Carolina Catamounts.