Spar International has extended its sponsorship of European Athletics until the end of 2015.
The retailer 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
Hansjörg Wirz, president of European Athletics, said: “We are delighted 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.
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 said it was pleased with the brand exposure at the Barcelona 2010 European Athletics Championships. A television audience of 368m watched last summer’s event during live broadcasts (965m 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 Campbell.
The sponsorship renewal means Spar will be principal international partner for the Göteborg 2013 European Athletics Indoor Championships and the to-be-awarded 2015 European event. Spar also will be the title sponsor of the annual Spar European Cross Country Championships through 2012 to 2015.