Sainsbury’s Launches New Paralympic Identity

Sainsbury’s, the first-ever Paralympic-only sponsor, has launched a new brand identity for its sponsorship of the London 2012 Paralympic Games, based around one strapline: ‘Here’s to Extraordinary.’

The new branding is designed to provide consistent identity for the sponsorship between now and the Games. The ‘Here’s to Extraordinary’ strapline will be used in all communication channels and advertising, as well as on Sainsbury’s delivery vehicles and shop fronts.

‘We wanted to create an identity that celebrates Paralympic athletes not just for the obstacles they have overcome in coming to terms with their disabilities, but also for their status as world-class, elite athletes,’ said Jat Sahota, Sainsbury’s head of sponsorship.

It is employing its network of more than 950 stores to help promote the Games and is making Paralympic Games and ParalympicsGB merchandise available across Great Britain.

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 athlete bibs, as well as in and around key venues during Games time.