According to MarketingWeek, Sainsbury’s and BT will share sponsorship equally across a variety of programmes broadcast across the Channel 4 network both in the lead up to and during the Paralympic Games.
Channel 4 acquired the rights for the Paralympics in January this year. Public-service broadcaster the BBC has shown every previous Paralympic Games since 1980.
“This partnership will help us to drive awareness, understanding and engagement with the London 2012 Paralympic Games,” said Gwyn Burr, Sainsbury’s customer service and colleague director. “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.”
The deal starts on August 29, exactly two years to the Opening Ceremony of the London 2012 Paralympic Games which Channel 4 will mark with a weekend of programming dedicated to the Paralympics.
