Sainsbury's Signs up for 2012 Paralympics
London 2012 appoints U.K. retail giant Sainsbury’s as its first Paralympic-only sponsor in a multimillion dollar deal. International Paralympic Committee president Philip Craven said it was a "historic day" for the Paralympic Movement.
The tier one partnership for the London 2012 Paralympics is the largest sponsorship ever of a Paralympic Games.
"It is most certainly historic. What excites me most about is that it [the Paralympics] will get out to the whole of the U.K... to 850 stores, really showing Britain the importance of the London 2012 Paralympic Games," Craven told reporters in a conference call Tuesday.
The supermarket's network of over 850 stores are to be used to help promote the Paralympics in the build-up to 2012, making Games and Paralympics GB merchandise available across the UK. With limited branding permitted on the field of play at the Paralympics, Sainsbury’s will be one of two partners to have a presence on athletes’ bibs, as well as in and around key venues at Games-time.
The retailer will also run a media campaign in 2012 to support the Games and some of its staff will have the opportunity to be seconded to LOCOG.
In the 848 days to the Paralympics, Sainsbury’s also aims to develop opportunities related to its successful Active Kids program as part of LOCOG’s Education scheme, ‘Get Set’.
Sainsbury's had previously been linked with a tier one partnership with the London Olympics.
Asked today if Coca-Cola had effectively derailed the retailer's ambitions to become an Olympic partner with LOCOG, Sainsbury's CEO Justin King said: "I can't confirm that that is the case, no"
"We looked at a lot of options to be involved with the Olympics. Our particular attraction was the Paralympic Games as there are opportunities to be involved that aren't generally available for the Olympics," he added.
Noting the in-stadium branding possibilities and the chance for the company to be involved in the torch relay and the volunteer program for the Games, King said the Paralympics presented something "unique and different" to Sainsbury's.
"We feel very confident we can take the Paralympic Movement to a new level in the way it works in the U.K.," he said, adding that the partnership complemented Sainsbury’s commitment to promote a healthy, fitter lifestyle across all ages and abilities.
LOCOG chairman Sebastian Coe told reporters that the deal with Sainsbury's that is set to promote the Paralympics on an unprecedented scale in Britain showed that London 2012 was continuing to deliver on its bid commitments to the Paralympic Movement made in Singapore five years ago.
"We want through the Paralympics to change public attitudes towards disability, to show the excellence of Paralympic sport and that the two Games are an integrated whole.
"We are very, very excited about the announcement. It is something that will develop the power and strength of the [Paralympic] Games."
AEG Expresses Interest in Olympic Stadium
AEG is one of 106 parties expressing interest in operating the Olympic Stadium after 2012 reports BBC News.
Bidders have until May 17 to express interest to the Olympic Park Legacy Company. After this soft market testing phase, OPLC will form a shortlist and hopes to select a party by the end of July. Potential plans include using the venue to host football, cricket and concert events. BBC says it is unclear how AEG intends to use the stadium.
AEG is a global sports and entertainment company with interests in the U.S. and Europe. In London, the company transformed the fledgling Millennium Dome into the successful O2 arena, which attracts top entertainers.
Other interested stadium parties include football club West Ham United, Essex County Cricket Club and UK Athletics.
Old Billingsgate will Entertain French Olympians
The French Olympic Committee will entertain guests at Old Billingsgate during the London 2012 Games, reports Event Magazine in its May issue.
French VIPs and athletes will enjoy receptions at Old Billingsgate throughout the Games. Organizers told the magazine that "the essence of France will be brought to the venue for an entire month with nightly celebrations for their hoped medal successes."
Old Billingsgate is a former fish market that dates from 1875 and is currently used as an entertainment venue on the banks of the Thames.
Written by Mark Bisson and Sam Steinberg.
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