Regular variation provides a convenient theoretical framework for studying large events. In the multivariate setting, the spectral measure characterizes the dependence structure of the extremes. This measure gathers information on the localization of extreme events and often has sparse support since severe events do not simultaneously occur in all directions. However, it is defined through weak convergence, which does not provide a natural way to capture this sparsity structure. In this paper, we introduce the notion of sparse regular variation, which makes it possible to better learn the dependence structure of extreme events. This concept is based on the Euclidean projection onto the simplex, for which efficient algorithms are known. We prove that under mild assumptions sparse regular variation and regular variation are equivalent notions, and we establish several results for sparsely regularly varying random vectors.