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SPAR UK Partner A.F. Blakemore supports Disability Sport Wales  

February 5, 2020 IN THE CATEGORY: Community, Responsible retailing, Sport sponsorship

  • AFB Business Development Executive Andy Morgan accepts the winners’ trophy on behalf of his wheelchair basketball team

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  • Teams from Disability Sport Wales and A.F. Blakemore/SPAR demonstrate their competitive spirit in a game of wheelchair basketball

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SPAR UK wholesaler A.F. Blakemore & Son has partnered with Disability Sport Wales to boost disability inclusive sport opportunities. The primary focus of the three-year partnership will be on supporting Disability Sports Wales in the delivery of their insport series events. Colleagues across A.F. Blakemore’s company-owned and independent SPAR stores will be involved in volunteering at sports events across the country. 

The insport series is a range of events that attracts thousands of disabled children, young people, and adults across Wales to try out new sports. The activities are designed to showcase what is available locally, provided through inclusive clubs or by local Welsh authorities. The emphasis is on having fun, and there is provision for everyone regardless of experience or physical impairment. 

Welsh authorities, national governing bodies of sport, and insport clubs support the events across Wales, with each event varying in size. Sports include those such as archery, football, cricket, table tennis, cycling, tennis, karate, boccia, golf, judo, gymnastics, as well as wheelchair basketball, rugby, and racing. 

“A.F. Blakemore is committed to making a significant, positive contribution to local communities, and we hope that by working together with Disability Sport Wales we can make a real difference in the communities our SPAR stores serve”, A.F. Blakemore Group Marketing Director Sarah Ellis said. 

Disability Sport Wales CEO Fiona Reid said, “It is a privilege to be working with a partner such as SPAR to deliver these powerful events – through their support Disability Sport Wales will be able to enhance the connection between disabled people and physical activity (including sport) of their choice, which is provided locally. It is a really exciting opportunity.”

The launch of the partnership was celebrated on 27 January at the Sport Wales National Centre in the city of Cardiff with a game of wheelchair basketball. Attendees included independent SPAR retailers and representatives from company-owned stores. 

Source: SPAR UK

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About SPAR UK

The UK became a member of SPAR in 1956 when a group of independent wholesalers was granted the SPAR licence by SPAR International. There are five regional partners in the UK with strategically placed Distribution Centres in each region. A central office, located in London, provides national marketing and buying services for the group and supports the development of the brand.

SPAR has led the convenience market in the UK for many years but has faced increasing competition. Always innovative, the five regional partners have continued to grow the brand. Throughout the UK, a combination of independently-owned licensed retailers and company-owned stores can be found, spanning forecourts, airports, train stations, city centres, and local neighbourhoods.