SPAR is proud to celebrate 30 years as Principal Partner of European Athletics, marking one of the longest standing and most successful sponsorships in European sport.

Since first joining forces in 1996, SPAR and European Athletics have built a partnership rooted in shared values: supporting communities, encouraging active lifestyles, and connecting people through sport. Over three decades, the collaboration has grown into a truly pan‑European platform, reaching millions of fans and supporting athletes across more than 50 European federations.

A legacy built on consistency and community

The partnership between SPAR and European Athletics goes beyond event sponsorship. It represents a shared belief in the power of sport to inspire communities, encourage movement, and foster connection at both elite and grassroots levels.

Across 30 years, SPAR has supported generations of athletes, volunteers, and fans, while enabling national SPAR country organisations to activate locally, bringing global sport closer to local communities through instore, digital, and community‑based initiatives.

Looking ahead to Birmingham 2026

As the partnership enters its fourth decade, focus now turns firmly to the future, with the European Athletics Championships in Birmingham 2026 taking place from 10–16 August at Alexander Stadium in Birmingham, United Kingdom. As the flagship European Athletics event of the year, Birmingham 2026 will provide a major stage to showcase the strength, scale, and longevity of the SPAR partnership.

A partnership with purpose

Celebrating 30 years as Principal Partner is both a moment of pride and a reflection of SPAR’s long‑term approach to sponsorship, focused on credibility, continuity, and meaningful engagement rather than short‑term exposure.

Speaking on the partnership, Tobias Wasmuht, Managing Director of SPAR International, said: “We are proud to have reached a landmark 30 years in partnership with European Athletics this year. This long-standing relationship, spanning three decades, demonstrates our commitment to promoting health and wellness in the communities we serve and in facilitating healthy lifestyles through sport. We look forward to continuing to inspire communities alongside European Athletics.”

As SPAR and European Athletics look ahead to the next chapter, the partnership continues to stand as a benchmark for how sport and retail brands can work together to deliver sustained impact, on and off the track.

Source: SPAR International