Spar broadens portfolio with British Athletics deal

Convenience store group Spar has agreed a three-year sponsorship deal with British Athletics in an agreement that further enhances its commitment to the sport.

Under the deal running through to the end of 2020, Spar will become the title partner of the British Athletics Indoor Championships for the next three years, with the 2018 edition heading back to Birmingham from February 17-18.

Spar will also act as events partner for the likes of the Anniversary Games and Grand Prix Birmingham as well as the Indoor Grand Prix in Glasgow in 2018 and 2020 and Birmingham in 2019. This includes supplying meals for the entire workforce, including volunteers.

British Athletics and Spar have worked together in the past to support promising sprinters, notably Olympic and world medallists Martyn Rooney (pictured), Desiree Henry, Emily Diamond and European indoor champion Andrew Pozzi.

Spar, whose international arm has a long-standing partnership with the European Athletics governing body, will bring a Nutrition Zone to British Athletics events. The sponsorship will also be visible across its network of 2,700 stores in the UK.

Niels de Vos, chief executive at British Athletics, said: “We are delighted to welcome back Spar to the athletics family for the next three years and we look forward to working with them as we aim to build on the success of 2017 both on and off the track.

“As demonstrated throughout 2017, there is huge support and enthusiasm from the British public for athletics and partnerships like this one reflect that and the strong position the sport finds itself in as we build towards Tokyo 2020.”