European Athletics extends SPAR partnership until end of 2019

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  • European Athletics extends SPAR partnership until end of 2019

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 three years, from 2017 to 2019.

SPAR International has been an International Partner of European Athletics’ major events since 1996. The new contract commences in January 2017 and will incorporate the following European Athletics events:

European Athletics Championships Berlin 2018
European Athletics Indoor Championships Belgrade 2017 and 2019 (TBC)
SPAR European Cross Country Championships 2017, 2018, 2019
European Athletics Team Championships 2017, 2018, 2019

The current four-year contract sees SPAR as an International Partner for the upcoming Cheboksary 2015 European Athletics Team Championships in Russia in June, SPAR European Cross Country Championships in Hyères, France, in December, Amsterdam 2016 European Athletics Championships and 2016 SPAR European Cross Country Championships in Chia, Italy.

Svein Arne Hansen, President of European Athletics, said: “I want to thank Dr. Gordon Campbell, the SPAR International Managing Director, and our Honorary President Hansjörg Wirz for their hard work in ensuring our partnership continues. As we embark on a journey to change athletics for the better in my time as President, we are very happy that we have such a strong relationship with SPAR to support us in our mission. We have ambitious plans to drive our sport forward in the next four years, to be more visible, to be stronger, and to be a more important part of European culture. I am sure our close relationship with SPAR will ensure we can continue to showcase our main events in the best possible way.”

Dr. Campbell, Managing Director SPAR International said, “The sponsorship of European Athletics’ championship events provides an excellent vehicle for growing SPAR Brand awareness among consumers. We are proud to associate the SPAR Brand with these prestigious athletics championships. Our partnership with European Athletics aligns our brand with healthy and energetic young people competing at the pinnacle of sport on the continent. Our support for national and local athletics events provides additional synergy.”

Christian Milz, Director General of European Athletics, also welcomed the news of the renewal: “This new agreement will mean we will have been in partnership with SPAR for 23 years by the end of 2019. The added value that they bring to promoting athletics in Europe thanks to SPAR’s thousands of stores is of huge importance to us.'

The new agreement follows a successful Zurich 2014 European Athletics Championships that saw a television audience of 358 million – underlining the continued popularity of European Athletics’ flagship championships. The sold-out Prague 2015 European Athletics Indoor Championships also provided great exposure for the SPAR brand.

About SPAR International
SPAR is the world's largest voluntary retail food store chain with 12,163 stores and retail sales of €32 billion in 2013. SPAR is also the most international voluntary food retailer, operating in 40 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.

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