Sainsbury’s signs deal to sponsor Paralympics

The London Organising Committee of the Olympic Games and Paralympic Games (Locog) is looking to sign more Paralympic Games-only sponsors after agreeing a deal with Sainsbury’s to sponsor the Paralympics in 2012.

The supermarket is to launch in-store and media campaigns to promote the event and will sell Paralympic Games and Paralympics GB merchandise in its stores.

Sainsbury’s branding will feature in and around Games venues and on athletes’ bibs.

Announcing the partnership, Locog chairman Sebastian Coe said it will look for more partners to join Sainsbury’s as Paralympic-only sponsors.

The Sainsbury’s partnership follows reports that global Olympic partner Coca-Cola tried to block Locog signing a domestic supermarket partner for the Games.

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