Sainsbury’s Launches First Online Blind Football Game

"We want to provide customers all across the UK the chance to get involved with the Games, whether they are able to visit an event or just getting to grips with the game from home."

The supermarket chain, Sainsbury’s, has announced the world’s first online simulation of Paralympic sport Blind Football to coincide with the London 2012 Paralympic Games.

Content agency Drum, part of Omnicom Media Group, has worked with independent digital agency Chunk to create the online game in conjunction with Channel 4. Featuring Sainsbury's Paralympic ambassador David Beckham, it allows gamers to experience what it is like to play the exciting and highly skilled game of Blind Football, the first of its kind showcasing this complex Paralympic sport.

Undertaking a series of challenges - including learning how to pass, tackle, dribble and score - users have to rely on the sounds they hear instead of sight. Using innovative 3D sound, players get a truly immersive game experience giving a real taste of what it's like to play Blind Football. The game will be hosted on a dedicated Sainsbury's microsite.

To coincide with the launch on 16 July, Sainsbury's is also providing customers across the UK with the opportunity to win tickets to the Paralympic Games through an in-store promotion and online competition - increasing the chances to get involved with the Paralympic Games.*

The launch of Sainsbury's Blind Football Game reinforces our commitment to make this the best Paralympic Games ever and provide our customers with the opportunity to really get behind the ParalympicsGB team,” said Sainsbury's Head of Sponsorship, Jat Sahota.

"We want to provide customers all across theUKthe chance to get involved with the Games, whether they are able to visit an event or just getting to grips with the game from home."

All customers spending over £50 in store, or £10 in convenience, will be provided with a unique code giving them the opportunity to win tickets to the Paralympic Games. Visit www.sainsburys.co.uk/wintickets for full terms and conditions or to enter your code to win.

Sainsbury's is the first ever Paralympic Games-only sponsor and this landmark commitment to the Paralympic Movement is the largest sponsorship ever of a Paralympic Games.