The new branding is aimed at providing a consistent identity for the sponsorship between now and London 2012.

It has been devised to celebrate all that is great about the Paralympic Games and will be used in all communication channels, including in stores at point of sale and advertising, as well as on Sainsbury's delivery vehicles and shop fronts.

"We wanted to create an identity that celebrates Paralympic athletes for their status as world class, elite athletes and not just for the obstacles they have overcome in coming to terms with their disabilities," said Jat Sahota, Sainsbury's head of sponsorship.

"By creating this branding we hope to drive a consistent message within all communications relating to our sponsorship.

"It will be used across all channels and should drive awareness of our sponsorship of the London 2012 Paralympic Games over the coming months."



In May last year, Sainsbury's became the first ever Paralympic-only partner in a multi-million pound sponsorship deal which remains the biggest ever in the history of the Paralympic Movement.

Sainsbury's have since played a major role in the London 2012 Paralympic Games, most notably when they staged the Sainsbury's Super Saturday on Clapham Common in London last month where a line-up featuring Will Young, The Wanted, The Saturdays, Olly Murs and Pixie Lott gathered in one-off concert to celebrate and raise awareness of the Paralympics.

Sainsbury's is also utilising its network of more than 950 stores to help promote the Games and is making Paralympic Games and ParalympicsGB merchandise available across the UK.

Sainsbury's will also run a media campaign in 2012 to support the Paralympic Games.

Limited branding is permitted on the field of play at the Paralympic Games due to strict sponsorship rules but Sainsbury's will have a presence on athletes' bibs as well as in and around key venues at Games-time.

Contact the writer of this story at [email protected]


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