SPAR Scotland extends grassroots partnership with Scottish FA

SPAR Scotland’s four-year partnership with the Scottish Football Association (Scottish FA) has been extended by a further four years.

Colin McLean (centre), CEO of SPAR Scotland wholesaler and retailer CJ Lang & Son, with Scottish FA CEO Ian Maxwell and Scotland Women’s National Team player Rachel McLouglin.

SPAR Scotland partnered with the Scottish FA in 2019 with the sponsorship of Scotland Women’s National Team (SWNT) and has since continued to raise the profile of the Scotland Women’s National Team, as well as committing investment into girls’ and women’s grassroots football across the country.

A key element of the partnership was the introduction of the SPAR Future Stars Challenge Cup – a nationwide girl’s football competition stretching to all parts of Scotland. This has been an opportunity for schoolgirls aged between 12-16 years to participate in a competitive, fun and inclusive football competition.

The 2023 competition broke all records, with 300 teams involving over 3,000 girls participating in the tournament across the length and breadth of Scotland. Registrations are open for the 2024 competition, and over 80 teams have already signed up.

SPAR’s partnership extension with the Scottish FA until August 2027 includes new rights – SPAR Scotland has extended its sponsorship to include the Women’s Scottish Cup domestic games over the next four years.

Last season, over 10,000 fans visited Hampden Park for the showpiece Women’s Scottish Cup Final, which was broadcast on BBC One Scotland. SPAR’s support will help grow the competition even further, while seeing the brand feature on media interview backdrops and in stadia. The Women’s Scottish Cup trophy will also be hitting the road, as part of community activations with its newest partner.

SPAR Scotland CEO Colin McLean commented: “We are extremely pleased to extend our well-established partnership with the Scottish FA until 2027. Over the past four years, the combination of our familiar SPAR brand with one of Scotland’s leading female sports has allowed us to reach even more customers.

“Our continued partnership with the Scottish FA and our sponsorship of the Scotland Women’s National Team allows us to encourage more girls to play football. Giving as many girls as possible a competitive opportunity to participate in our tournament right across Scotland is hugely important to us. Renewing this partnership is testament to our excellent working relationship and we look forward to the years ahead.”