SPAR continues to invest in the promotion of healthier lifestyles through sponsoring sports events. The brand is supporting a European Athletics competition – Dynamic New Athletics, (DNA) – being held at the Emirates Stadium in Glasgow on 5 February 2022.
Dynamic New Athletics (DNA) is an innovative, mixed gender, team-based competition launched by European Athletics to complement the classic athletics competition format. The DNA programme enhances the athletics calendar with a new event targeting specific disciplines and comprising national mixed teams. DNA integrates modified rules, presentational possibilities, and digital communications elements that can be adapted for every level of the competition pyramid while remaining true to the essence of athletics.
Six European Teams
The DNA event on 5 February consists of six teams competing in a compact schedule of two hours featuring 11 events. Teams from Scotland, England, Ireland, Wales, Spain and Turkey across track and field will earn points to determine their position going into the decider event ‘The Hunt’. This approach emphasises team spirit and highlights the role of the team’s captain throughout the event.
The competition gives these nations’ athletes another opportunity to test their skills while promoting both men and women’s sport. First tested in 2019, future possible editions of this concept will create opportunities also for outdoor and club athletes.
Grassroot sport support
This is the 26th year that SPAR is a sponsor of European Athletics events, spanning indoor, outdoor and cross-country. Since last year, SPAR has been more involved in junior competitions, which complement the grassroots sponsorship of countries, including SPAR UK where retailers and stores support school sports.
Paula Middleton, Marketing Manager for SPAR Scotland, said: “We are very pleased to be able to support Dynamic New Athletics in Glasgow on 5 February. We are very proud of our long-standing sponsorship of European Athletics events, which gives athletes a solid foundation to develop their career in sport. Everyone at SPAR is passionate about supporting sport. Athletics clubs give so much back to young people looking to pursue an interest in the sport and it is important that we help them continue to develop that dedication and passion.”
