The retailer wants to use its sponsorship, which began in 2004 and was previously handled by Fast Track, to leave a legacy after the 2012 London Olympic Games.
The account will be closely integrated with Spar UK's strategy with the media planning and buying activity already handled by Mediaedge:cia.
Last May, Spar UK signed a new deal with UK Athletics to take its sponsorship up to 2013. The sponsorship focuses on the development of sprinters in the UK, and stems from the 2004 deal that put in place a co-ordinated structure for sprinting and hurdling.
Spar UK also aims to use the sponsorship to build relationships with customers on a local level.
Spar International has invested in European athletics since 1996.
This article was first published on marketingmagazine.co.uk