Spar is poised to kick off a summer of sport with a £2m promotional campaign to coincide with the World Cup, Wimbledon and the European Athletics Championships.

The Taste The Atmosphere campaign, which will run throughout June and July, will feature promotions on products such as beer, pizza and salad, to target armchair fans.

"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," said Spar head of marketing support Adam Margolin.

The campaign will be supported by colourful in-store marketing material for each of the three events, adverts in local and national press, radio ads and consumer leaflets.

Spar's recently revamped consumer website will feature recipe ideas, sports-themed competitions and online football and athletics games.

"Sport offers a significant commercial opportunity for creating themed events and promotions," said Margolin. "The two online games will massively increase brand awareness, drive consumer behavioural change, capture data and drive product sales for Spar."