SPAR Scotland promotes World Athletics Indoor Championships

February 20, 2024 IN THE CATEGORY: Sport sponsorship

As an official event supporter of the 2024 World Athletics Indoor Championships in Glasgow, SPAR Scotland is gearing up to make a significant impact. The retailer rebranded two of its delivery vehicles with bespoke livery, promoting the prestigious sporting event across Scotland.

Fuelling the Journey

Beyond the striking vehicle livery, SPAR Scotland is actively contributing to the event’s success. The retailer will supply essential products to support the hundreds of volunteers and staff working tirelessly during the three-day championships. Drinks and snack products will also be provided to a select group in the hospitality area.

Investing in sponsorship

SPAR Scotland is leaving no stone unturned in its commitment to promote the  World Athletics Indoor Championships. A substantial investment includes social media campaigns, instore radio advertising, digital screens, point-of-sale displays, consumer competitions, and public relations initiatives. An engaging instore event at SPAR Garthamlock on February 20 kicked off the countdown to the championships.

Expressing excitement about being the first official event supporter, Paula Middleton, Head of Marketing at SPAR Scotland, highlighted the strategic use of delivery vehicles as a unique opportunity to showcase the retailer’s sponsor status.

Welcoming SPAR Scotland as the first Official Event Supporter, Billy Garrett, Director of Tourism, Culture, and Events at Glasgow Life, emphasised the retailer’s international athletics ties and extensive Scottish network as ideal for promoting the championships.

The Championships

The 2024 World Athletics Indoor Championships promises six sessions of thrilling sports, featuring over 700 competitors from around 130 countries. Falling within the Paris 2024 Olympic Games qualification period, the championships hold significance for athletes aiming for prestigious World Indoor titles and fine-tuning preparations for the Olympics. Glasgow, building on the success of the 2019 European Athletics Indoor Championships, anticipates a global audience of over 100 million viewers across 150 territories tuning in for this monumental event.

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.