The “Taste the Atmosphere” campaign will include in-store promotional activity to target fans watching the event such as the World Cup, Wimbledon and the European Athletics Championships at home.
As well as in-store campaign, which will run throughout June and July, Spar will also use national and local press, radio, direct mail and localised digital ads on Spotify.
Spar says it is aims to communicate the message that its stores have “everything the customer needs” to enjoy the world’s biggest sporting events this summer.
Spar has also created two online games for football and athletics to increase brand awareness, drive consumer behavioural change, capture data and drive product sales.
Football, athletics and tennis will feature on in-store materials, hanging signs, and gondola ends highlighting promotions, offers and giveaways.
Adam Margolin, head of marketing support at Spar UK, says the promotional campaign demonstrates the group’s “enthusiasm for all things sport-related and our commitment to promoting active lifestyles”.
He adds: “We want to drive awareness of Spar’s passion for sport and secure additional sales by showing how Spar plays a relevant role for sports fans. Sport offers a significant commercial opportunity for creating themed events and promotions.”
Spar also hopes to promote and drive traffic to its newly launched consumer website.
Spar has partnered with European Athletics since 1996 and has been an official sponsor of UK Athletics since 2004.