11 May 2009

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 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.

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.”