European Athletics and SPAR International are pleased to announce that SPAR, the world's largest organisation of independent food retailers, has 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 commences in January 2012 and will incorporate 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 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.
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.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.”