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BPA signs Sainsbury’s as partner through Rio 2016

After the success of the London 2012 Games, Sainsbury’s will now serve as a partner of the British team through the end of 2016.

Great Britain parade Great Britain's Olympic and Paralympic teams parade through London following the 2012 Games. © • Getty Images

"The impact on our business of our London 2012 Paralympic sponsorship has been profound – from colleague engagement through to customers at the till point."

The British Paralympic Association (BPA) announced on Friday (14 September) that they have signed Sainsbury’s as a commercial partner through to the end of 2016.

The announcement comes just five days after the closing of the London 2012 Paralympic Games where Great Britain’s performance captivated the nation.

The new deal, which means Sainsbury’s joins BT as an official partner of the BPA, starts in January 2013, once the current relationship through the Joint Marketing Programme with LOCOG ends.

It includes rights to the BPA and ParalympicsGB, the team that will compete at the Sochi 2014 Winter Paralympics and the Rio 2016 Games. These will be leveraged initially through an activation programme “Sainsbury’s Active Kids For All” that promotes inclusive physical education and sport in schools and communities.

Tim Hollingsworth, CEO of the BPA said: “I am delighted that Sainsbury’s will be continuing its partnership with the BPA on the road to Rio. It demonstrates how successful our relationship has been through to London 2012 and sends a clear signal that the Paralympic Movement in this country is a very attractive proposition for major companies. Our 2012-2017 Strategic Plan outlines our intention to build on the momentum coming out of the London 2012 Games for the benefit of the Paralympic Movement in the UK and so to have this relationship in place so soon is fantastic.

Sainsbury’s was the first Paralympic-only sponsor to sign up for London 2012. As part of this deal, they got rights of association with the ParalympicsGB team and have driven colleague engagement through a number of initiatives, such as the local Paralympian scheme which introduced stores to their local athletes.

The team has also featured heavily in all their “above the line” activation which has included sponsoring short form films on Channel 4, the host broadcaster of the 2012 Games and in their advertising, which also featured their ambassador David Beckham.

Jat Sahota, Head of Sponsorship, Sainsbury’s commented: "The impact on our business of our London 2012 Paralympic sponsorship has been profound – from colleague engagement through to customers at the till point. This has been driven by the inspiration of the ParalympicsGB team. Now we want to build on that through to Rio, starting with the Sainsbury’s Active Kids For All programme as well as our Sainsbury’s School Games both of which will drive inclusion at grassroots level.”