SPAR continues legacy at the 2024 European Athletics Championships in Rome

June 6, 2024 IN THE CATEGORY: Sport sponsorship

SPAR’s legacy continues as the principal sponsor of the biennial European Athletics Championships, set to take place in Rome from June 7-12, 2024.

Held at the iconic Olympic Stadium in Foro Italico Park, this year’s event marks the 50th anniversary since the Championships were last hosted in Rome in 1974, and the third time Italy has welcomed the event since its inception in Turin in 1934.

The Olympic Stadium, adorned with the vibrant Roma 2024 theme, is poised to host over 1,600 athletes from 48 European federations, competing in 24 disciplines.

The excitement is growing in preparation for the start of the Championships on Friday morning, June 7th, with the opening ceremony planned for the same evening in the Medal Plaza.

Located in the host country, DESPAR Italia is pleased to be present and supporting the European Athletics Championships 2024. The Championships have been the common thread for multiple marketing activities this year: it was the theme for a campaign celebrating the victory of the Retailer of the Year award and the subject of a national competition aimed at customers. DESPAR Italia has an exciting media plan, featuring a special correspondent covering the event daily on social media and a billboard campaign during Rai broadcasts. Additionally, a comprehensive hospitality and incentive plan is in place to enhance the experience.

SPAR invites everyone to join in this historic celebration of athletic excellence. Follow the live stream here:


DESPAR Italia, based in Bologna, is a brand that unites six food distribution companies and their independent retailers, for a total of 1,424 stores. With revenues of 4.4 billion euros in 2023, DESPAR ranks in the Top Ten of Italian retailer brands. The core of DESPAR’s activity is the presence of many neighbourhood stores, DESPAR, complemented by supermarkets, EUROSPAR, and hypermarkets, INTERSPAR, that offer solutions for all consumer needs. One of the most strategic pillars is the development of DESPAR brand products, now counting 4,700 items, with an annual total revenue in 2023 of approximately 1 billion euros.

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