British Athletics have signed a new three-year sponsorship deal with SPAR (UK) Ltd that will offer the sport support through until the end of 2020, including for the Olympic Games in Tokyo that year.
The deal, brokered by The Sports Consultancy, will see the convenience store chain become the title partner of the British Athletics Indoor Championships for the next three years, starting with the 2018 event in Birmingham on February 17 and 18.
SPAR will also act as Events Partner to the end of 2020 to include the Müller Anniversary Games and Birmingham Diamond League Müller Grand Prix Birmingham, as well as the Müller Indoor Grand Prix in Glasgow in 2018 and 2020 and Birmingham in 2019, which includes supplying meals for the entire workforce, including volunteers.
British Athletics and SPAR have worked together in the past, including supporting sprinters like Olympic and world medallists Martyn Rooney, Desiree Henry, Emily Diamond and European indoor champion Andrew Pozzi.
"We are delighted to welcome back SPAR to the athletics family for the next three years and we look forward to working with them as we aim to build on the success of 2017 both on and off the track," British Athletics chief executive Niels de Vos said.
De Vos added: "As demonstrated throughout 2017, there is huge support and enthusiasm from the British public for athletics and partnerships like this one reflect that and the strong position the sport finds itself in as we build towards Tokyo 2020."
SPAR, whose international arm has a long-standing partnership with European Athletics, will bring a nutrition zone to British Athletics events, take athletics to children of all ages through its SPARK initiative and also work with the Female Coaching Network.
The sponsorship will also be visible across its network of 2,700 stores in the United Kingdom, they have promised.
"SPAR has a proud tradition of supporting athletics and we are delighted to reignite our relationship with British Athletics," Debbie Robinson, the managing director of SPAR (UK), said.
"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."