Sainsbury’s Super Saturday is a hit as pop stars help promote London 2012 Paralympics

Saturday, 10 September 2011
By Tom Degun on Clapham Common in London

Will_Young_Sainsburys_Super_Saturday_September_10_2011September 10 - Will Young, The Wanted and The Saturdays were among a stellar line-up of pop acts that gathered on Clapham Common for Sainsbury's Super Saturday - a one-off concert to celebrate and raise awareness of the London 2012 Paralympic Games.

Nicola Roberts, Olly Murs, Dappy, Pixie Lott, Chipmunk and Taio Cruz also took to the stage to entertain the crowds, while some of Britain's top Paralympic stars - including swimmer Ellie Simmonds and wheelchair racer Dave Weir - were in attendance.

The 12,000 visitors to the event also had the chance to try out Paralympic sports such as sitting volleyball, boccia and wheelchair basketball.

Profits from the day will go to the Paralympic Legacy Fund, which was set up in conjunction with Paralympics GB to support athletes, as well to promote healthier and more active lifestyles among young people.

Sainsbury's chief executive Justin King was also here and said he was delighted with how the day had gone.

"The idea behind Super Saturday is for families to have a great day out, but there are really two big things we wanted from this event," King told insideworldparasport.

"The first is that you get to see some great bands in a family friendly environment and the second is that you learn a lot more about Paralympic sport and Paralympians themselves.

"This is just another brick in the wall of changing attitudes towards disabled sport and, perhaps more importantly, towards disability in our society.

"Part of what we want to achieve through our sponsorship of the London 2012 Paralympics is a changing of attitude towards disability in our society.

"I really do think what we will see over the next year is a much greater understanding of the sporting excellence Paralympic athletes achieve.

"We have seen that through iconic athletes such as Oscar Pistorius, who has crossed over to compete against able-bodied athletes - but he is just one example because there are so many great Paralympic athletes out there."

Pixie_Lott_Sainsburys_Super_Saturday_September_10_2011
The event was shown on Channel 4, the official broadcaster of the Paralympic Games, and rounded off a week-long celebration of the 2012 Paralympics.

On September 8, Trafalgar Square hosted International Paralympic Day - with demonstrations of sports throughout the day - while tickets for the London 2012 Paralympic Games went on sale on September 9. They will be available via a random-ballot process until September 26.

London 2012 Paralympic Chef de Missions from across the world were also in the capital last week for a three-day seminar.

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