Sainsbury's is to stage Sainsbury's Super Saturday - a family-friendly event taking place on Clapham Common on 10 September in support of the London 2012 Paralympic Games.
This is the first event of its kind from Sainsbury's and a groundbreaking initiative to raise awareness of the Paralympic Games.
Top UK acts set to play the main event, which marks just under one year to go until the Paralympic Games and takes place the day after tickets go on sale, include Taio Cruz, The Saturdays and Chipmunk.
Tickets for the event go on sale on Friday 20 May.
Sainsbury’s, the first official partner of the London 2012 Paralympic Games,will organize the interactive event and music concert, which is supported by the London Organizing Committee of the Olympic Games and Paralympic Games (LOCOG) and ParalympicsGB, to help raise awareness of the Paralympic Games.
All profits from the day-long event will go to the Paralympic Legacy Fund, set up in conjunction with ParalympicsGB to support Paralympic athletes as well as promoting healthier and more active lifestyles for younger people regardless of ability.
Those attending will be treated to a fantastic day out at the festival on Clapham Common, including a sports arena where Paralympic sports will be demonstrated as well as a main stage where artists will show their support and play to the expected 40,000 strong crowd. There will also be an opportunity for people to try Paralympic sports on site and further artists will be announced in due course.
Chipmunk, who launched the event in Pimlico Sainsbury's, London today commented: "It is a great honour to be involved in Sainsbury's Super Saturday on 10 September. It's going to be a great day out for people of all ages, and a chance to really get behind the London 2012 Paralympic Games - I hope everyone rushes out to get tickets on 20 May."
Justin King, Sainsbury's CEO, said: "Sainsbury's Super Saturday is a completely new venture for us but one that we strongly believe will be a huge success. Not only does it form part of our ongoing commitment to support the Paralympic Games and promote a more active lifestyle for all in the run up to 2012 and beyond, but it will help raise the profile of the Paralympic Games."
Seb Coe, Chair of LOCOG, commented: "This event is a great way to involve everyone in Paralympic sport and I hope the variety of entertainment available on the day will encourage people from across the UK to attend and show their support. The fact that we are able to mix popular, talented artists such as Taio Cruz and The Saturdays alongside Paralympic sport displays and interactive activities is just a fantastic way to engage with new audiences."
Ann Cutcliffe, ParalympicsGB Vice Chair, also commented: "We are delighted that Sainsbury's sponsor both the London 2012 Paralympic Games and the ParalympicsGB team and working with them continues to give us a powerful public platform to promote the team and raise awareness of Paralympic sport."
Tickets will be priced at £45 for adults and £35 for children, Nectar Card holders will be able to purchase tickets two days early on 18 May.
The event takes place in association with P&G. Channel 4, who won the right to air the London 2012 Paralympic Games, will also film Sainsbury's Super Saturday with highlights shown throughout the weekend.