last updated on May 06, 2010 09:45

Sainsbury's has won their bid to become the first Paralympics-only sponsor of the London 2012 Games. The retail giants have signed a multi-million pound deal that organisers claim is the biggest ever contract for the Paralympic Movement. The popular supermarket chain will work with London 2012 between now and the Games as it seeks to deliver a spectacular sporting showcase for the world’s greatest Paralympic athletes.

Using its network of over 850 stores Sainsbury’s has committed to promoting the Paralympic Games in the run up to 2012 as well as making Paralympic Games and ParalympicsGB merchandise available across the UK. This will work hand in hand with a massive media campaign to support the event. Sainsbury’s will also be working with the London 2012 education team to develop opportunities related to its successful Active Kids programme as part of LOCOG's Education scheme, ‘Get Set’.

Tight restrictions on company branding permitted in the field of play at a the games means Sainsbury’s will be one of only two partners to have a presence on athletes’ bibs, as well as in and around key venues at Games-time.

Commenting on this sponsorship deal London 2012 chairman Sebastian Coe told Inside the Games: "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 chief executive, 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 .”
 

Pictured above: Sainsbury's becomes official sponsor of London 2012 Paralympic Games. Justin King (left), CEO Sainsbury's, and Lord Coe (right) Chairman of London Organising Committee of the Olympic Games (LOCOG) make the annoncement at Sainsburys superstore in Walthamstow.