UKA (UK Athletics) has announced an extension of its partnership with SPAR UK Ltd for a further four years until 2013.
The sport’s governing body has signed a deal, negotiated by Fast Track on behalf of UKA that will see SPAR UK continue its sponsorship of UKA’s sprints programme which began in 2004.
Over the past four years SPAR UK and UKA have, through the SPAR Sprints programme, helped identify and develop talented young performers in an environment that ensures they reach their full potential.
Marc Hope, Director of Rights Marketing Fast Track, said “We are thrilled to have renewed for the third period running Spar as a significant sponsor of UKA and its Sprint initiative. Fast Track is bucking the trend with a series of successful multi year renewals for UKA – of which this is the first to announce”.
Niels de Vos, UKA Chief Executive, said “The deal is a further illustration of the strong position the sport finds itself in as it builds for the London Olympics and Paralympics in 2012 and beyond.
“The SPAR UK deal secures another major part of the commercial legacy for the sport beyond 2012, and I am delighted that such a strong brand is to continue its successful association with UKA.
“The SPAR Sprints Initiative boasts twelve SPAR Sprints Centres throughout the UK providing regular, focused training for local youngsters by UKA qualified coaches. This support for athletics at all levels from grassroots through to a national level offers our youngsters a great chance to make world class podiums in the future.”
Many of the UK’s emerging sprinters have come through the programme including Craig Pickering (2007 World 100m relay bronze), Ashlee Nelson (2008 World Junior 100m silver), and Martyn Rooney (Beijing Olympics 6th in 400m final).
Martyn Rooney, who now has his sights firmly set on the London Olympics in 2012, said: “I benefited from the SPAR Sprints Initiative when I was progressing as a young athlete. This support really can and does help younger athletes to progress. Getting invited to take part in the training sessions was a real privilege.”
Adam Margolin, SPAR UK Marketing Controller, said: “Here at SPAR UK we view athletics as the premier Olympic sport so we are delighted to be in a position to announce our continuing partnership with UKA.
“Our sponsorship is not an add-on to our marketing or advertising campaigns it is an integral part of building relationships with customers. We view it as critical component to develop SPAR’s vision and values which are rooted in the community, delivering at a local level making the places we live better places.
“This partnership will now cover a significant four year period for the sport up until 2013.
“Over the past four years we have worked hard building a strong heritage within athletics and would like to build on this with UKA to help SPAR UK drive footfall, basket spend and loyalty.
“We are delighted to be offering this continued support to UK Athletics so together we can foster skills amongst our talented young athletes, some of whom have the potential to compete in London in 2012.
“SPAR International is also sponsor of European Athletics. Sponsorship enables the organisation to reach millions of consumers through branding and awareness and allows SPAR to build on the community sponsorship it already offers at local levels worldwide.”
Ends
For further information contact:
Marc Hope at Fast Track on 020 7593 5262.
Notes to Editors
Fast Track
Is the No 1 sports marketing and sponsorship agency in the UK owned by Chime Communications plc www.fasttrackagency.com
UK Athletics
UK Athletics is the National Governing Body of the premier Olympic and Paralympic sport. We aspire to be a world leading sporting organisation delivering clear and inspirational leadership for athletics to ensure a vibrant and empowered sport at every level that can evolve to meet every challenge. We work with Home Country Federations and other partners to secure and distribute funding and develop policies for key areas and implementation at the appropriate levels, giving support and strategic guidance.
For more information visit www.ukathletics.net
SPAR (UK) Ltd
SPAR is the UK's leading convenience symbol group with 2,600 stores, 50,000 employees and a turnover in excess of £2.6 billion.
Established in the UK in 1957, SPAR has a long heritage of supporting independent retailers.
SPAR is a symbol group which means individual SPAR members remain independent but enjoy access to collective buying and the marketing power of a strong corporate brand.
SPAR International
SPAR is the world’s largest international food retail chain with nearly 16,000 stores in 34 countries.
SPAR has been the principal sponsor of European Athletics since 1996.
