Spar has signed a three-year deal with British Athletics with an aim to bring a health and fitness focus to its stores.
The deal will run over several events including the Müller Anniversary Games and the Müller Grand Prix in Birmingham, and the Müller Indoor Grand Prix in Glasgow. It will also cover the Tokyo 2020 Olympics Games.
The symbol group’s 2,700 stores will receive PoS to display.
Spar managing director Debbie Robinson said: “We are delighted to reignite our relationship with British Athletics.
"We hope that by working together we can help the current crop of athletics stars on the road to Tokyo, as well as discover future local talent in the communities our stores serve.”
The symbol group has a history of sponsoring British Athletics, including in the run up to the London Olympic Games in 2012.
This was supported by a £2m advertising campaign across national press, magazines, radio, leaflets, spotify and stores.
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