SPAR UK, the UK's leading convenience store group, has appointed MEC Access Manchester to handle its UK sponsorship marketing on a retained basis. MEC Access is a leading partnership marketing agency specialising in sport, entertainment and cause (www.mecaccess.com) and its Manchester office was appointed without pitch. The account was previously held by Fast Track.

SPAR International has made an investment in European Athletics since 1996 and SPAR UK began its partnership with UK Athletics in 2004 when it became the title sponsors of the SPAR Sprints Programme. This programme enabled UK Athletics to introduce a co-ordinated structure for the development of sprinting and hurdling. SPAR UK signed a new deal on 12 May 2009 to continue to sponsor the development of sprinters in the UK with the clear objective of developing and maintaining a strong and supportive infrastructure to increase participation at all levels. MEC Access Manchester will manage and activate the sponsorship partnership between SPAR UK and UK Athletics until 2013.

The sponsorship will be closely integrated with SPAR UK's ongoing media strategy tying in with the media planning and buying activity already carried out by Mediaedge:cia, SPAR UK's retained media agency.

Adam Margolin, head of marketing support, SPAR UK, said: "This sponsorship is not an add-on to our marketing or advertising campaigns. It is an integral part of building relationships with customers and is a critical component helping to develop SPAR's vision and values which are rooted in the community. This sponsorship delivers at a local level making the places we live better places. Over the past four years we have worked hard building a strong heritage within athletics. Working with MEC Access Manchester will allow us the opportunity of a fully integrated communications plan and ensure the activation of our sponsorship and all our other activity is achieving the best results."

Mick Style, managing director, Mediaedge:cia Manchester, said: "This is a key win for MEC Access Manchester. London 2012 is less than 900 days away and managing the UK Athletics partnership for SPAR UK over the next few years is a really exciting place to be. SPAR UK has delivered a commitment to UK Athletics since 2004 and it is our job to ensure that we take this relationship forward to the next level. We will closely integrate the sponsorship and media strategy to help SPAR UK leave a lasting legacy for the sport even beyond 2012."