Athletes are eager for cross country in Brussels!

December 9, 2023 IN THE CATEGORY: Sport sponsorship

We look back on today's press conference during which athletes showed they are eager to compete in tomorrow's SPAR European Cross Country Championships in Brussels.

Over 540 athletes from 38 countries have gathered in Brussels for this year’s event. Four of the six individual champions from the 2022 SPAR European Cross Country Championships will be in action in Laeken Park.

The SPAR European Cross-Country Championships will be streamed in their entirety on the All-Athletics platform from 12:05 local time (CET). There will also be extensive coverage of the championships on the European Athletics website and across social media channels.

SPAR & European Athletics

SPAR is the principal sponsor of European Athletics and has been since 1996. This long-term support of athletes across 50 federations in Europe reflects the SPAR ethos of working together for mutual benefit.

The sporting events supported in this partnership provide opportunities for SPAR retailers to support their local athletes. SPAR internationally is keen to not only support professional athletes but sporting enthusiasts of all ages and abilities, and this has grown over time to include local, regional, and national sport.

SPAR Belgium

SPAR was launched in Belgium in 1947, representing the first step in the brand’s international development. The brand is operated by two partners – Retail Partners Colruyt Group and Lambrechts. In 2023, SPAR has a significant presence with over 320 stores across the country. Among these, 93% operate under the core format of SPAR, while the balance are SPAR Express outlets.

SPAR Colruyt Group
The over 200 SPAR Colruyt Group stores are friendly, neighbourhood, supermarkets run by independent entrepreneurs, each with their own way of making their store unique. The stores are located in town or city centres and stand out thanks to their passion for good food. More information can be found on their website.

SPAR Lambrechts
The Lambrechts family business has been a co-license holder of the SPAR brand in Belgium since 1985. The company continues to build the brand presence through the development of both the SPAR and SPAR Express store formats. Today, around 100 independent affiliated retailers are at the heart of their communities. More information can be seen on their website.

Source: SPAR Belgium

Read more about SPAR in Belgium or the sponsorship of European Athletics.