Sainsbury’s and BT to sponsor Paralympics coverage

The two multi-million pound deals will see Sainsbury’s and BT share sponsorship equally across a variety of programmes broadcast across the Channel 4 network leading up to the London 2012 Paralympic Games as well as the live coverage and highlights shows broadcast during the Games themselves.

The dual sponsorship also includes sponsorship of Channel 4’s new website dedicated to the Paralympic Games, www.channel4.com/paralympics, programming on PC and TV VOD as well the joint creation of Short Form Programming content.

The deal starts on 29 August, exactly two years to the Opening Ceremony of the London 2012 Paralympic Games. To mark this anniversary, Channel 4 will screen a weekend of programming dedicated to the Paralympic Games.

Highlights of the weekend include Inside Incredible Athletes, a stunning feature-length documentary which will profile seven athletes, all of whom are hoping to represent ParalympicsGB and examine the science behind their extraordinary ability.

The weekend will also see the first episode of That Paralympic Show – a brand new, 10-week magazine series about all things relating to disability sport, and highlights from the IPC Swimming World Championships in Eindhoven.

Gwyn Burr, Sainsbury’s customer service and colleague director, says: “This partnership will help us to drive awareness, understanding and engagement with the London 2012 Paralympic Games. We see the Games as the ideal platform from which to talk to customers across the country, about our commitment to promoting a healthy, fitter lifestyle across all ages and abilities. We look forward to working alongside Channel 4 over the next two years to ensure that these are the best Paralympic Games yet.”

Suzi Williams, BT Group marketing and brand director, adds: “BT is a long-time passionate supporter of Paralympic sport. From our headline sponsorship of the BT Paralympic World Cup to our support for ParalympicsGB and for athletes like Lee Pearson and Oscar Pistorious – we are committed to helping these amazing athletes be the very best they can be. This new two year collaboration with Channel 4 turbo charges that activity, and we are proud and excited to be a part of it. Together we will share the inspirational power of Paralympic sport with the widest possible audience, and provide a lasting legacy for the Paralympic movement.”

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.