With the European Indoor Championships in Apeldoorn just days away, SPAR’s presence as the long-term principal sponsor of European Athletics is set to be felt once again. The partnership, spanning back to 1996, goes far beyond a brand presence visible at marquee events. It is built upon shared community values, active lifestyles, and supporting sports at all levels, from elite competition to grassroots development.
A Partnership Built on Shared Values
The SPAR brand’s association with European Athletics is rooted in the sport’s diversity and inclusivity. Athletics encompasses multiple disciplines, appeals to a wide demographic and promotes an active, healthy lifestyle - an ethos that aligns perfectly with the brand’s commitment to wellbeing and fostering community engagement. This synergy has made the partnership successful and enduring for over 25 years.
Over the years, SPAR has expanded its involvement beyond simply placing its logo on stadium boards or on athletes’ bibs. The retail organisation and its partners in countries across Europe have actively contributed to the development of the sport. SPAR country organisations have supported initiatives such as kids’ athletics programmes, high jump competitions for schoolchildren, and the Future Stars project, which gives young athletes a taste of the big stage before they reach the elite level. These initiatives help connect SPAR’s sponsorship with real, tangible benefits for the sport.
Beyond Branding: Engaging Communities Across Europe
The brand’s regional licensees activate this sponsorship in multiple ways, often with tailored national initiatives. For example, at this year’s European Indoors, SPAR Netherlands will have a strong presence in the market square, engaging with fans through product giveaways, a ‘Wheel of Fortune’ with prizes, and retailer showcases. Elsewhere, SPAR Ireland has run a campaign featuring Irish sprinter Sharlene Mawdsley, offering a competition winner an all-expenses-paid trip to the championships. SPAR Italy has taken an influencer-driven approach, creating social media content from the event to engage its home audience.
The retail organisation’s commitment to local engagement extends beyond athletics events. Across Europe, the SPAR brand supports local youth and disability athletics, partners with schools and helps promote active lifestyles through mass-participation sports. In some regions, this includes cycling, skiing and basketball sponsorship, demonstrating a broad commitment to different sports across multiple levels.
The Business of Sport: Why SPAR’s Investment Matters
From a business perspective, the SPAR brand benefits from high visibility at European Athletics events, reaching a vast audience through stadium branding, TV coverage and digital engagement. But the partnership is not just about exposure - it is about building lasting connections with consumers who value health and fitness.
By aligning itself with athletics, SPAR internationally reinforces its reputation as a brand that supports active, healthy living. Sponsorship activations at events create direct touchpoints with fans, while ongoing grassroots engagement builds long-term brand affinity in communities across Europe. This dual approach of top-tier sponsorship combined with on-the-ground engagement ensures that SPAR’s partnership with European Athletics remains relevant and impactful.
Looking Ahead: A Growing Partnership
SPAR’s partnership with European Athletics is continuously evolving. One key area of focus is expanding social media engagement, ensuring that sponsorship activations reach a broader online audience beyond the stadium. The success of influencer-led content and digital campaigns at recent events such as the 2024 European Championships in Rome has encouraged SPAR partners to explore similar initiatives for Birmingham 2026 and beyond.
The retail organisation is also working to bring together its distribution centres and regional partners in multiple countries to amplify its sponsorship efforts. The aim is to build a more unified, cross-border approach to supporting athletics, leveraging its presence in multiple European markets to maximise its impact.
A Proud Legacy That Continues to Evolve
With Apeldoorn 2025 about to take centre stage, SPAR’s continued presence as a lead sponsor demonstrates the strength and longevity of its relationship with European Athletics. The brand’s role has grown far beyond that of a standard sponsorship - it is now an active contributor to the sport’s development, ensuring that athletics continues to thrive across the continent. As preparations begin to accelerate for Birmingham 2026 and other future events, SPAR remains committed to supporting European Athletics, engaging fans and promoting a healthier, more active society - a vision that continues to drive the success of this long-standing partnership.