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Spar stays on track with European Athletics

Convenience store group Spar has signed a three-year extension to its long-term top-tier partnership with European Athletics.

Spar has been an international partner of European Athletics’ major events since 1996 and the latest three-year renewal runs from January 2017 through until the end of 2019. Financial terms were not disclosed.

Major meetings covered by the deal are the Berlin 2018 European Athletics Championships, the 2017 and 2019 European Indoor Championships and the European Team Championships in each year of the agreement.

Spar signed the previous extension to its co-operation with European Athletics in November 2013, running until the end of 2016. Omega and La Gruyere also serve as top-tier commercial partners of European Athletics.

Gordon Campbell, managing director of Spar International, said: “The sponsorship of European Athletics’ championship events provides an excellent vehicle for growing Spar brand awareness among consumers.”

Christian Milz, director general of European Athletics, added: “This new agreement will mean we will have been in partnership with Spar for 23 years by the end of 2019. The added value that they bring to promoting athletics in Europe thanks to Spar’s thousands of stores is of huge importance to us.”