SPAR - global voluntary retail chain Penny van der Kaars

Communications manager, SPAR International B.V.

SPAR was founded in The Netherlands in 1932 by

Adriaan van Well

DE SPAR Door Eendrachtig Samenwerken Profiteren Allen Regelmatig

- all will benefit from united co-operation

The SPAR Brand

Adriaan van Well and 14 other like minded people founded DESPAR in 1932

1940’s / 1950’s: SPAR grows in Europe

1960’s / 1970’s: Africa & Japan

1980’s / 1990’s: Eastern Europe

The new Millennium : Russia, Asia, Middle East

The Brand Spreads

Our Mission

To ensure that SPAR remains the world’s largest supermarket chain

To continue building SPAR as a global brand by Growing our Future Together

Convenience

Neighbourhood

Family shopping

Choice / Value

One Brand – 4 Formats

Multi-Format Retail Strategy

Focus on Fresh, Value, Service

12,126 SPAR Stores

35 Countries

4 Continents

€ 32 Billion Retail Sales in 2013

Global sales +4.1% in 2013*

*in constant currency values

SPAR Worldwide

Expansion across Russia :

Kaliningrad to Siberia

Licences have been issued to partners operating in :

South Africa

Namibia

Botswana

Zimbabwe

Zambia

Nigeria

Mozambique

Angola

Africa

Licences granted to partners in provinces:

Shandong

Guangdong

Shanxi & Inner Mongolia

Sichuan

Henan

and a licence to a separate partner for the city of

Beijing

China

UAE

Qatar

Lebanon

Oman

Middle East

SPAR & Sponsorship

• Internationally – European Athletics

• Nationally

• Regionally

• Locally

• Jointly between retailers

European Athletics

• Since 1996

• Proud partner

• Championship level

• Indoor, Outdoor, Cross-Country

• Livestreaming partner since 2012

SPAR International website –

communicating globally

Facebook – consumer focused

What do we do with the

sponsorship?

• Brand visibility generator

• Working together for constant improvement

• Individual athletes and teams

Additionally...

• Varied locations

• Professional

• Consistency

• Evolving process

• Consumer prizes

• Hospitality

SPARK

• Kids Athletics Park – encouraging

children to become involved in

athletics through simple activities in the

areas of run, jump, throw

• Concept developed, tested and

shared with SPAR Partners

SPAR Nutriti on Zone

• Moving into promotion of healthy

lifestyles combining nutrition awareness

and exercise

• Activation at EA events

• Website launched for Zurich 2014

(www.sparnutritionzone.com)

• Concept developed, tested and

shared with SPAR Partners

SPAR Local Support

• Independent Retailers support diverse

local activities, including sport & culture

• , SPAR may become involved with

sponsorship regionally; and

• Nationally

• The type of event, scale of involvement

varies according to budget, fit to

marketing strategy, personal investment

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SPAR Ireland

• Partner with Irish Athletics

• Promoting running from 5km

• Healthy living for kids – www.sparkids.ie

• Staff healthy weight loss campaign

• Healthy cooking & eating

SPAR South Africa

• 5km / 10km city runs

• International netball

• Amafela football team

Kwa-Zulu Natal Club

Thank you for your attention