The brand was clearly represented through the athletes’ number bibs and the perimeter boarding, among others. The start line board for the sprints is one of the biggest contributors to the brand’s share of visibility.

Top 11 European Nations

The German team were delighted to end at the top of the medal table, taking home the title. With the European Athletics Championships taking place next year in Berlin, this win contributes to the ticket sales for the Championships by the fans. Poland achieved its highest position ever, finishing in the second place, whilst the host nation, France, came in third place in a tightly contested event which saw the final race being the deciding factor with Great Britain & Northern Ireland having the fourth position.

Media Visibility for SPAR Brand

The interest of the media was high with much attention being given ahead of the IAAF World Championships taking place in London in August of this year. Athletes and fans worldwide were watching the events, all being exposed to the SPAR brand whether viewing on television, via livestreaming, other digital channels or following the coverage in print media.

With 100 accredited members of the press onsite, there were reporters giving live coverage, photographers recording moments for posterity and many writers contributing to digital channels with blogs or posts.

Television broadcasters covering not only over 60 territories in Europe but also beyond shared the event, with indications of 80 hours of TV coverage about the championships.

SPAR France’s Activities

The regional division of SPAR France offered fantastic support, providing 900 SPAR branded volunteer food bags. In addition, for the 1,000 athletes, 100 media representatives and other accredited guests, SPAR France provided gift bags with great SPAR Branded gadgets.

A consumer competition was held instore and online, enabling shoppers to win tickets to the event and to see the action live! The programme for the event which was distributed to all ticket-holders, incorporated an advertisement from SPAR France with a discount coupon.

SPAR Coaching and Nutrition

The completely refreshed SPAR Nutrition Zone not only emphasised the farm-to-fork journey of fresh produce but also the benefits of a varied diet, incorporating different food groups. The fun approach to subliminal education on healthy eating was complementary to the focus on exercise within a healthy lifestyle.

SPAR International included the Spark Kids Athletics Park in the fan zone, working with the Female Coaching Network (FCN). By focusing the activities in Spark on track and field disciplines, youngsters were able to participate in similar activities to the professional athletes in the stadium, including wearing a SPAR branded number bib.