By Gemma Taylor -
Spar International has extended its existing contract with European Athletics to the end of 2015, it was announced today.
The food retailer has been the principal sponsor of European Athletics, the representative group for track and field athletes based in Europe, since 1996 and the new contract, which will commence in January 2012, will see the company sponsor a number of high-profile sporting events.
Christian Milz, Director General of European Athletics, welcomed the move. He said: “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.”
Spar International gained considerable exposure during the Barcelona 2010 European Athletics Championships, as an audience of 368 million tuned in to see the live broadcasts, according to Dr. Gordon Campbell, Spar International Managing Director.
Pointing to the continued popularity of sports events on the continent, he said: “European Athletics championship events provide Spar with a cost effective, good level of brand exposure.
“They 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.”
The new contract will incorporate European Athletics Championships 2012 and 2014, European Athletics Indoor Championships 2013 and 2015 and Spar European Cross Country Championships 2012 - 2015.