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Sainsbury’s becomes official sponsor of London 2012 Paralympic Games

Sainsbury

4 May 2010

The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has appointed Sainsbury's as its first ever Paralympic-only sponsor, becoming a Tier One Partner of the London 2012 Paralympic Games. This historic commitment to the Paralympic Movement is the largest sponsorship ever of a Paralympic Games.
Sainsbury's will work with LOCOG between now and 2012 as it seeks to deliver a spectacular sporting showcase for the world's greatest Paralympic athletes. Sainsbury's will utilise its network of over 850 stores to help promote the Paralympic Games in the run up to 2012 and will make Paralympic Games and ParalympicsGB merchandise available across the UK. As part of its commitment to LOCOG, Sainsbury's will 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'.
LOCOG Chair Lord Coe commented: "The support for the Paralympic Games in the UK is incredible and I'm thrilled that we are now in a position to confirm our first stand-alone Paralympics sponsor.  Sainsbury's will become a valued partner of the Paralympic Movement and will help us to promote the Games to the sport loving public of the UK.  We take great pleasure in welcoming them to the London 2012 Paralympic family."
Justin King, Sainsbury's CEO said: "We are delighted to be the official sponsor of the 2012 London Paralympic Games. The vision on which the Paralympic Movement was founded complements Sainsbury's commitment to promote a healthy, fitter lifestyle across all ages and abilities. Together with our customers and colleagues, we look forward to supporting a successful 2012 Paralympic Games."
Sir Philip Craven, President of the International Paralympic Committee (IPC) said: "The IPC is proud to see Sainsbury's as the first Paralympic Games-only sponsor for London 2012. With such a well-known company becoming an exclusive partner, this will set new promotional opportunities for the Paralympic Games and the Movement, leaving a powerful legacy in communities across the UK."
LOCOG's agreement with Sainsbury's covers the London 2012 Paralympic Games only.
Notes to editors:
For high res images please visit the Sainsbury's Flickr page.
As it heads towards its £2bn budget for staging the Olympic and Paralympic Games, LOCOG has seven domestic Tier One Partners - adidas, BMW, BP, British Airways, BT, EDF and Lloyds TSB. There are six domestic Tier Two Supporters - Adecco, Cadbury, Cisco, Deloitte, Thomas Cook and UPS. There are fifteen domestic Tier Three Suppliers and Providers - Airwave, Atkins, Boston Consulting Group, Crystal CG, Freshfields Bruckhaus Deringer LLP, GSK, Gymnova, Holiday Inn, John Lewis, McCann Worldgroup, Next, The Nielsen Company, Populous, Ticketmaster and Trident.
There is now one domestic Tier One Paralympic Games Partner, Sainsbury's.
The Worldwide Olympic Partners signed up for London 2012 are Coca-Cola, Acer, Atos Origin, GE, McDonald's, Omega, Panasonic, Samsung and Visa.
Sainsbury's Active Kids programme is based on a system of vouchers that schools and other organisations can exchange for a variety of sports and activity equipment and experiences. The programme promotes a healthy, active lifestyle to children across the UK. Through Active Kids, Sainsbury's has donated over £86 million worth of equipment to children of all ages and abilities.
Enquiries:
For further information please contact the Sainsbury's press office on 020 7695 7295. Find out the latest from the Sainsbury's corporate site or follow J Sainsbury plc on Twitter.
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