Sainsbury's to sponsor London 2012 Paralympics

LONDON - Sainsbury's has signed up to sponsor the Paralympic Games in 2012, in the largest sponsorship deal for the event to date.

Paralympics: sponsorship vehicle for Sainsbury's
Paralympics: sponsorship vehicle for Sainsbury's

Sainsbury's is The London Organising Committee of the Olympic Games (LOCOG) and Paralympic Games' first Paralympic-only sponsor.

The retailer can begin promoting its partnership through Paralympic Games and ParalympicsGB merchandise across its stores in the UK immediately. Sainsbury's will also run a marketing campaign in 2012 as well as giving its employees the opportunity of being seconded to LOCOG.

The deal will also see Sainsbury's branding, along with one other partner, visible on athletes' bibs. The grocer is also permitted to install branding in and around venues during the sporting event.

As part of the deal, the UK's third largest supermarket is planning to use its Active Kids scheme in connection with its sponsorship, through a tie-up with LOCOG's education scheme, 'Get set'.

Justin King, Sainsbury's chief executive, said: "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."

King was appointed to represent Mayor of London Boris Johnson on the London 2012 Organising Committee (LOCOG) board at the beginning of 2009.

He added: ‘From Sainsbury’s perspective this is another step in our growing ambition to really make a huge difference on our agenda of food and health. It presents to us an obvious opportunity to take a message of inclusion and inspiration to our store all over the country.

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."

Sainsbury's Active Kids scheme launched in 2005 and allows customers to collect vouchers in-store and donate them to their local schools, nurseries, Scout and Guide groups, which then redeem them for a wide variety of sports and activity equipment and experiences.


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content