This event marks Glasgow’s return to the international sporting stage, a decade after hosting the successful 2014 Commonwealth Games. The championships will feature over 700 competitors from approximately 130 countries, unfolding over six sessions and 26 events. The event also aligns with qualification for the Paris 2024 Olympic Games, offering athletes an opportunity to fine-tune their preparations.
Colin McLean, CEO of SPAR Scotland, said about this announcement, “As one of the most significant events on the Scottish sporting calendar, SPAR Scotland is thrilled to be announced as an Official Event Supporter. Our global association with athletics aligns seamlessly with our local commitment, and we hope to reach millions through televised broadcasts, reinforcing our brand’s support for this high-profile event.”
SPAR Scotland will give additional support by providing essential food for volunteers and staff. SPAR invested substantially in marketing this event, utilising instore POS, SPAR instore radio ads, social media, digital campaigns, and PR. Vehicles delivering goods to SPAR stores across Scotland will also feature a distinctive livery design, enhancing event visibility.
The World Athletics Indoor Championships expects to draw a global audience of over 100 million viewers across 154 territories. SPAR Scotland is also a supporter of women’s football and grassroots football in their market.
Source: SPAR Scotland
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The United Kingdom became a SPAR member in 1956 when SPAR International granted the SPAR licence to a group of independent wholesalers. There are five regional organisations in the UK, continually building the brand’s presence. A central office in London provides national marketing and buying services for the group. SPAR UK comprises independently owned, licensed, retailers and company-owned stores.