SPAR International: European Athletics sponsor until 2015

European Athletics and SPAR International announced in August 2011 that SPAR, the world's largest organisation of independent food retailers, had extended its commitment to athletics on the continent for a further four years until the end of 2015.

SPAR International has been the principal sponsor of European Athletics since 1996. The new contract commenced in January 2012 and incorporates the following European Athletics events:

• European Athletics Championships 2012 and 2014
• European Athletics Indoor Championships 2013 and 2015
• SPAR European Cross Country Championships 2012, 2013, 2014, 2015
• European Athletics Team Championships 2013, 2014, 2015

Hansjörg Wirz, President of European Athletics, said: “We are delighted that SPAR will continue as our main partner. We have had a fantastic relationship with SPAR over the past 15 years and we value the company’s continued support as we continue to address our ambitious plans for athletics in Europe.”

Christian Milz, Director General of European Athletics, also welcomed the news of the renewal: “The added value that SPAR brings to promoting athletics in Europe thanks to its thousands of shops is of huge importance to us.”

“I am sure our close relationship with SPAR over the next four years will ensure that we can continue to showcase both our main events and our initiatives in youth development and mass participation in line with SPAR’s own goals and values,” he said.

Dr. Gordon Campbell, SPAR International Managing Director, said: “European Athletics' championship events provide SPAR with a cost effective, good level of brand exposure. Through our partnership with European Athletics, the SPAR brand is closely aligned with energetic and healthy people competing at the pinnacle of sport on the continent, and this combined with our support of national and local athletics events is the right synergy for us.”

SPAR International was pleased with the brand exposure at the Barcelona 2010 European Athletics Championships. A television audience of 368 million watched last summer’s event during live broadcasts (965 million cumulative audience including news), underlining the continued popularity of European Athletics’ flagship championships.

“European Athletics events are a great platform for building the SPAR brand worldwide. We are very much looking forward to the next championships in Helsinki in 2012 and then Zürich in 2014 as European Athletics switches to a two-year cycle for its main championships,” said Dr. Campbell.

The sponsorship renewal means SPAR is principal international partner for the Göteborg 2013 European Athletics Indoor Championships and the 2015 European event as well as the 2013, 2014 and 2015 European Athletics Team Championships. SPAR is also the title sponsor of the annual SPAR European Cross Country Championships through 2012 to 2015.

About SPAR International:
SPAR is the world's largest voluntary retail food store chain with 12,200 stores and retail sales of €29 billion in 2010. SPAR is also the most international voluntary food retailer, operating in 34 countries in Europe, Africa, Asia and Australia.

SPAR is an organisation of independent retailers and wholesalers working together in partnership. This unique SPAR partnership allows SPAR to operate locally and offer customers a personal service supported by all the benefits of global business. This is most clearly seen in the continuing exchange of expertise and know-how which is one of the strengths of SPAR.

Contact information:
European Athletics, James Mulligan, james.mulligan@european-athletics.org
SPAR International, Penny van der Kaars, p.vdkaars@spar-international.com