SPAR and European Athletics celebrate 30 years of partnership

The partnership between SPAR and European Athletics has reached a 30-year milestone. Since 1996, the sponsor has served as the Principal Partner for the organization, creating one of the longest-running sponsorships in European sports.

This collaboration has supported more than 50 federations and over 76 major athletics events. The relationship has spanned various disciplines, including age-group championships, indoor competitions, road racing, and cross country. Notable moments supported by the partnership include Paula Radcliffe's 10,000m gold in Munich in 2002, Jo Pavey's title in 2014, and the rise of athletes like Jakob Ingebrigtsen and Mondo Duplantis in Berlin in 2018.

Beyond major stadium events, the partnership focuses on grassroots participation and community health. SPAR operates in 50 countries with 13,580 stores, serving 14.7 million customers daily. These shared values of inclusion and participation underpin the connection between the brand and the sport.

Looking ahead, the legacy of this partnership will continue at the Birmingham 2026 championships. That event is scheduled to feature 50 events and 150 medals over seven days of competition. Broadcasters are expected to provide 1,332 hours of live television coverage for the Birmingham games.

Recent viewership data shows the scale of the sport's reach, with the 2024 European Championships in Rome attracting 6.45 million hours of viewership. The partnership will remain active through upcoming events, including the European Cross Country Championships in Belgrade this December and the 2027 European Indoor Championships in Valencia.