In what the BBC calls the largest ever sponsorship of a Paralympic Games, supermarket chain Sainsbury’s has become the first sponsor of the London 2012 Paralympic Games, signing a multimillion-pound deal.
While not disclosing the amount of the sponsorship, International Paralympic Committee (IPC) Sir Philip Craven described the deal as “historic”.
The BBC reports the top-tier sponsorship deal means Sainsbury’s will be one of two sponsors to take advantage of the limited branding allowed during the Games.
He said, “I think what we got here is a highly competitive and enthusiastic organizing committee (London 2012) which has taken the product we have discussed with them and got interest. They (Sainsbury’s) will go out to the whole of the UK though its 850 stores and its colleagues and get out to Britain the importance of the Paralympic Games in 2012”.
Sainsbury’s will promote the Paralympics and sell merchandise for the Paralympic Games and for the British Paralympic team in its UK stores.
