In the lead-up to the Championships, SPAR Scotland launched a comprehensive promotional campaign, leveraging social media, instore advertising, consumer competitions, and public relations initiatives. The iconic SPAR logo combined with the event logo adorned two delivery vehicles to promote the event across Scotland.
During the Championships, SPAR Scotland provided essential products for volunteers and staff, ensuring their comfort and well-being. A wide array of snacks and refreshments, including Mars Bars, fruit, flapjacks, cakes, crisps, sandwiches, and yoghurts from Grahams the Family Dairy, were distributed to 3,500 volunteers.
In the VIP area, SPAR Scotland curated a selection of beverages, including ales and lagers, SPAR branded wines, and fruit juices, catering to the discerning tastes of distinguished guests.
Noteworthy records and performances marked the Championships, with a total of 586 athletes representing 128 countries. Over 22,000 ticketed spectators from 37 countries were in attendance as well.
The media coverage was extensive, with 8,600 articles published and a media reach of 60 billion. On-site press attendance peaked at 300 members, while 116 accredited photographers captured the thrilling moments.
The Championships captivated audiences worldwide, drawing millions of viewers across Europe. Strong TV viewing figures were recorded in key markets, including Belgium, the UK, and the Republic of Ireland.
SPAR Scotland’s commitment to community welfare was showcased through an engaging event hosted at SPAR Garthamlock, featuring Scottish athletics icon Eilidh Doyle and Scottee the mascot. Donations to local schools underscored SPAR’s dedication to supporting grassroots initiatives.
SPAR Scotland’s contributions to the Championships exemplifies its commitment to promoting healthy lifestyles and fostering community engagement. As a proud supporter of athletics, SPAR Scotland continues to champion excellence both on and off the track.
Read more about SPAR UK
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.
