Spar has signed a three-year sponsorship deal with British Athletics that will see it offer wide-ranging support through to the 2020 Tokyo Olympics and beyond.
As part of the agreement, Spar will become Title Partner of the British Athletics Indoor Championships for the next three years with the 2018 edition heading back to Birmingham in just over a month, February 17-18.
Spar will also act as Events Partner to the end of 2020 to include the Müller Anniversary Games and Birmingham Diamond League Müller Grand Prix Birmingham as well as the Müller Indoor Grand Prix in Glasgow in 2018 and 2020 and Birmingham in 2019, which includes supplying meals for the entire workforce, including volunteers.
British Athletics and Spar have worked together in the past, supporting promising sprinters like Olympic and world medallists Martyn Rooney, Desiree Henry, Emily Diamond and European indoor champion Andrew Pozzi. Spar will now provide official backing for all top athletes on the road to the Tokyo.
Spar, whose international arm has a long-standing partnership with European Athletics, will bring a Nutrition Zone to British Athletics events, take athletics to children of all ages through its SparK initiative and also work with the Female Coaching Network. The sponsorship will also be visible across its network of 2,700 stores in the UK.
Debbie Robinson, Spar’s UK boss, said: “Spar has a proud tradition of supporting athletics and we are delighted to reignite our relationship with British Athletics. We hope that by working together we can help the current crop of athletics stars on the road to Tokyo, as well as discover future local talent in the communities our stores serve.”