Retail power backs Irish athletes on the road to LA 2028

SPAR and EUROSPAR have joined forces with the Olympic Federation of Ireland and Paralympics Ireland as official retail partners through to the Los Angeles 2028 Games.

The deal positions two of Ireland’s most recognised community retailers at the heart of the nation’s Olympic and Paralympic journey, blending commercial reach with grassroots engagement. With over 450 stores and a long-standing record of investing in sport and local initiatives, the brands are planning activations that rally communities behind their athletes while strengthening national pride.

This partnership is a reminder that sport sponsorship is no longer about logo placement. It is about embedding brands into the fabric of communities, aligning with purpose, and unlocking value through connection.

Read the full article to explore how this partnership is redefining sponsorship around purpose and participation.