The sport’s governing body has signed a deal, negotiated by Fast Track on behalf of UKA that will see the supermarket continue its sponsorship of UK Athletics’s sprints programme which began in 2004.

 

The scheme aims to help identify and develop talented young performers in an environment that ensures they reach their full potential.

 

Niels de Vos, UK Athletics 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 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 Britain's emerging sprinters have come through the programme including Craig Pickering, the 2007 world 4x100 metres relay bronze, Ashlee Nelson, the 2008 World Junior 100m silver medallist, and Martyn Rooney, who was sixth in the 400m at the Olympics in Beijing last year.

 

Rooney 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, the 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.