Spar International has announced that it will support European Athletics for a further four years.
The retailer has been the main sponsor of European Athletics since 1996 and the new contract will last until 2015.
Dr. Gordon Campbell, Spar International’s managing director, said: “European Athletics championship events provide Spar with a good, cost effective 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.”
The new contract starts in January and will run during events including the European Athletics Championships in 2012 and 2014.
A television audience of 36m watched last summer’s European Athletics Championships during live broadcasts, which, Spar said, underlining the continued popularity of European Athletics’ flagship championships.
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By GlobalData“European Athletics events are a great platform for building the brand worldwide. We are very much looking forward to the next championships in Helsinki in 2012 and then Zurich in 2014 as European Athletics switches to a two-year cycle for its main championships,” Dr. Campbell said.
Hansjörg Wirz, president of European Athletics, said the organisation was “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.”