The 14th Sudirman Cup, the prestigious world mixed team badminton championships, took place in Guangdong China in May. SPAR Guangdong partnered with the badminton committee as the food and grocery sponsor for the event.

A total of 400 world-class players from 36 countries around the world participated in this year’s championships, which saw a television audience of 200 million in China.

As the sponsor of the 2015 Sudirman Cup, SPAR Guangdong set up a 170m² store at the entrance to the stadium. The location of the store created great exposure for the SPAR Brand and ensured that the athletes and spectators were provided with quality refreshments and service throughout the duration of the event, which ran from 10-17 May.

The pop-up SPAR store integrated a grocery department with a café and WiFi. There was a Food-to-Go section where freshly prepared food, drinks and pastries were available and there were even televisions set up inside the store so that customers could watch the action going on in the stadium whilst doing their shopping.