Spar has paid €900,000 (£776,000) to add the corner shop of popular Irish TV soap Fair City to its estate. 

Thanks to relaxed EU regulations regarding product placement in TV shows, the symbol group can place its fascia above the store in the soap. It will be renamed Phelan’s Spar.

Gerry McGuinness, sponsorship spokesman of Irish broadcaster RTÉ, described the partnership as “a perfect example of how creativity and commerce can work harmoniously together”. 

Willie O’Byrne, managing director of Spar operator BWG, added: “Spar has been an integral part of local Irish communities for nearly 50 years so it seemed natural that we would extend this presence to one of the best-known towns on Irish TV.”

The on-screen store ‘launch’ will take place in December.