SPAR and EUROSPAR have been unveiled as the new Official Retail Partners to both the Olympic Federation of Ireland and Paralympics Ireland, as Team Ireland builds towards the 2028 Olympic and Paralympic Games in Los Angeles.
The announcement, made with just over three years to go to LA, marks a shift in Ireland’s Olympic commercial landscape, with SPAR taking over the role previously held by Circle K.
SPAR and Eurospar, between them, have over 400 retail outlets across the country. Activation plans across that estate and athlete benefits will be a part of the partnership and unveiled over time.
This new partnership strengthens the presence of the brands in elite Irish sport, adding to their longstanding involvement in European Athletics and a wide portfolio of grassroots and community programmes since the first SPAR store opened in Ireland in 1963.
The partnership was officially launched with a strong show of athlete support, including Olympic gold medallist Fintan McCarthy, sprinter Sarah Lavin, boxer Aoife O’Rourke, Paralympic swimmer Róisín Ní Ríain, rower Katie O’Brien, and table tennis star Colin Judge.
SPAR and EUROSPAR will now join Allianz, the Primary Partner of both the OFI and Paralympics Ireland, as well as Fiat and Flogas, who have also confirmed their continued partnerships with the Olympic movement in Ireland through to the LA 2028 Games.
“We believe strongly in the positive impact of sport for all ages and abilities, and in the adage that it takes a village to raise an athlete,” said John Moane, Group CEO of BWG Group.
“With a family of more than 450 community retailers, SPAR and EUROSPAR are a natural fit for this partnership. We look forward to offering exciting ways for customers and our 14,000 colleagues to show their support for Team Ireland in the years ahead.”
The partnership aligns with a key message from both the Olympic and Paralympic movements — that elite athletes are shaped by their communities.
“SPAR and EUROSPAR are at the heart of Irish communities, and their support reflects the spirit of togetherness that defines every Olympic and Paralympic journey,” said Peter Sherrard, CEO of the Olympic Federation of Ireland.
“This partnership is a celebration of the countless people who stand behind our athletes.”
“Para sport is growing rapidly in Ireland, and it is fantastic to be joined by brands like SPAR and EUROSPAR that can help us drive that growth nationwide,” added Stephen McNamara, CEO of Paralympics Ireland.
The partnership launch was also welcomed by athletes themselves.
“Every athlete has their own origin story rooted in a community — a club, a coach, a teacher,” said Fintan McCarthy.
“SPAR’s support from grassroots to elite level is a perfect reflection of what it takes to get to the Olympic stage.”
“SPAR and EUROSPAR are known for community support, and I look forward to seeing how they bring that to life on the road to LA. added Roisín Ní Ríaian.
Watch out for interviews with a number of these athletes on Sport for Business over the coming days.
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