Spar UK has agreed a new three-year sponsorship deal with British Athletics.
The deal means Spar will provide official backing for all leading UK athletes heading to the Tokyo 2020 Olympic Games.
The convenience chain will offer a nutrition zone at British Athletics events, promote athletics to children through its Spark initiative and work alongside the female coaching network.
Spar will also become title partner of the British Athletics Indoor Championships.
As an events partner, it will supply meals for all staff and volunteers at the Müller Anniversary Games, the Birmingham Diamond League and the Müller Grand Prix Birmingham.
This events partnership extends to the Müller Indoor Grand Prix in Glasgow in 2018 and 2020, as well as in Birmingham in 2019.
The sponsorship will be visible across its 2,700 UK stores.
“Spar has a proud tradition of supporting athletics and we are delighted to reignite our relationship with British Athletics,” said Spar UK MD Debbie Robinson.
“We hope that by working together we can help the current crop of athletics stars on the road to Tokyo, as well as discover future local talent in the communities our stores serve.”
British Athletics chief executive Niels de Vos added: “We are delighted to welcome back Spar to the athletics family for the next three years and we look forward to working with them as we aim to build on the success of 2017 both on and off the track.
“As demonstrated throughout 2017, there is huge support and enthusiasm from the British public for athletics and partnerships like this one reflect that and the strong position the sport finds itself in as we build towards Tokyo 2020.”