Sainsbury’s Agrees Paralympic Deal
Sainsbury’s has become the first Paralympic Games-only sponsor after confirming a deal with organising committee LOCOG to become a tier one partner of the London 2012 Paralympic Games.
The deal with the supermarket chain represents the largest ever sponsorship of a Paralympic Games.
Sainsbury’s will work with LOCOG between now and 2012 to utilise its network of over 850 stores to help promote the Paralympic Games in the run up to the event.
The chain will also make Paralympic Games and ParalympicsGB merchandise available across the UK.
Sainsbury’s will also run a media campaign in 2012 to support the Paralympic Games and its colleagues will have the opportunity to be seconded to LOCOG.
Limited branding is permitted on the field of play at the Paralympic Games and Sainsbury’s will be one of two Partners to have a presence on athletes’ bibs, as well as in and around key venues at Games-time.
Sainsbury’s will also be working with LOCOG’s education team to develop opportunities related to its successful Active Kids programme as part of LOCOG’s Education scheme, ‘Get Set’.
