SPAR (UK) Limited is launching a £2 million in-store promotional campaign ahead of the world’s biggest sporting events.

Throughout June and July 2010, SPAR retailers across the UK will support the World Cup, European Athletics Championships and Wimbledon with in-store promotional activity on food and drink, from beer and pizza, salads and fruit.

The sporting theme, called ‘Taste the Atmosphere', illustrates football, athletics and tennis with colourful and attractive icons. Gondola-end header boards, hanging signs, posters and leaflets in-store with on and off-shelf promotions, offers, giveaways and specific product promotions.

Outside the store, SPAR will be utilising national and local press and magazines, radio, door-to-door leaflets, Spotify and the SPAR website to communicate with customers.

The SPAR website will feature new recipes, sports related content and competitions linked to sport with top level prizes with something for everyone to win.

Adam Margolin, head of marketing support at SPAR UK, says: "SPAR has been a principal partner of European Athletics since 1996 and an Official Sponsor of UK Athletics since 2004, firmly demonstrating our enthusiasm for all things sport-related and our commitment to promoting active lifestyles.”