Spar has extended an athletics sponsorship in the UK as the retailer looks to cement its ties to the sport in the run-up to the London Olympics.

Spar UK said today (13 May) that it had signed a deal to continue to sponsor the development of sprinters in the country.

The Spar Sprints programme, in tandem with UK Athletics, encompasses 12 centres in the UK that train local youngsters.

Spar UK marketing controller Adam Margolin said: “Our sponsorship is not an add-on to our marketing or advertising campaigns it is an integral part of building relationships with customers.

“We view it as critical component to develop Spar’s vision and values which are rooted in the community, delivering at a local level making the places we live better places.”

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Spar International, the Netherlands-based holding company, has sponsored European athletics since 1996.

When contacted by just-food, the retailer declined to comment on how much the renewal of its UK sponsorship had cost but it ruled out further sports tie-ups in the UK.