Sports sponsorship

Sports sponsorship plays an important role in SPAR’s commitment to encouraging active, healthy lifestyles in communities across the world. Through long‑term partnerships and high‑profile events, SPAR supports sport while building global awareness of the SPAR brand through all communication channels.

SPAR has been the Principal Sponsor of European Athletics since 1996, making it one of the longest‑running partnerships in international sport. This three‑decade collaboration reflects SPAR’s belief in the power of sport to inspire, connect communities and promote positive change, while demonstrating the value of long‑term partnership built on shared values.

The passion shown by all athletes, whether on the track or in the field, closely mirrors the spirit found across the global SPAR network. Working together, the partnership celebrates performance, dedication, and the role sport plays in supporting healthier, more active lives.

30 years of SPAR and European Athletics

In 2026, SPAR and European Athletics celebrate 30 years of partnership. Over the years, the collaboration has helped showcase athletics, supporting major championships, athletes and storytelling that highlights both sporting excellence and the human moments behind the performances. The current agreement extends the partnership until 2027 and underlines SPAR’s continued commitment to athletics and to promoting active lifestyles through sport.

Sport sponsorship news

Discover the latest news, stories and milestones from SPAR country organisations’ sport sponsorship activities, including major athletics events and partnership initiatives. News & Media.