New deal for British Paralympics

12:49 15 September 2012

Great Britain

Great Britain's David Weir (left), who won gold in the T54 men's 800m, and Jonnie Peacock, the T44 men's 100m champion pose with their gold medals

PA Wire/Press Association Images

Sponsorship deal annouced through to Rio

The British Paralympic Association (BPA) has announced Sainsbury’s as a commercial partner through to the end of 2016.

The announcement comes just days after the closing of the London 2012 Paralympic Games where the ParalympicsGB team’s performance captivated the nation.

The new deal, which means Sainsbury’s joins BT as an official partner of the BPA, starts in January 2013, once the current relationship through the Joint Marketing Programme with LOCOG ends.

It includes rights to the BPA and ParalympicsGB, the team that will compete at the Sochi 2014 Winter Paralympics and the Rio 2016 Games.

These will be leveraged initially through an activation programme ‘Sainsbury’s Active Kids For All’ that promotes inclusive PE and sport in schools and communities.

Tim Hollingsworth, CEO of the BPA, said: “I’m delighted Sainsbury’s will be continuing its partnership with the BPA on the road to Rio.

“It demonstrates how successful our relationship has been through to London 2012 and sends a clear signal that the Paralympic movement in this country is a very attractive proposition for major companies.

“Our 2012-2017 Strategic Plan outlines our intention to build on the momentum coming out of the London 2012 Games for the benefit of the Paralympic movement in the UK and so to have this relationship in place so soon is fantastic.”

Sainsbury’s were the first Paralympic-only sponsor to sign up for London 2012. As part of this deal, they got rights of association with the ParalympicsGB team and have driven colleague engagement through a number of initiatives, such as the local Paralympian scheme which introduced stores to their local athletes.

The team has also featured heavily in all their ‘above the line’ activation which has included sponsoring short form films on Channel 4, the host broadcaster of the 2012 Paralympic Games and in their advertising, which also featured their ambassador David Beckham.

Jat Sahota, Sainsbury’s head of sponsorship, said: “The impact on our business of our London 2012 Paralympic sponsorship has been profound – from colleague engagement through to customers at the till point.

“This has been driven by the inspiration of the ParalympicsGB team. Now we want to build on that through to Rio, starting with the Sainsbury’s Active Kids For All programme as well as our Sainsbury’s School Games both of which will drive inclusion at grass roots level.”

Jane Jones, director of marketing and communications, added: “To have a partner with the reach and customer base of Sainsbury’s is an incredible opportunity for the BPA.

“To have them on board now, joining BT who signed in 2010 is a great start to the Rio cycle. Our ambition is to have a family of partners who share our values and want to help us drive the Paralympic movement here in the UK.”


Latest Bexley news

Friday, November 27, 2015
Knitting group

Bexley residents are encouraged to donate gifts to children in care who may receive little or nothing this Christmas

Thursday, November 26, 2015
Nicola Gibbs and her labrador, Ola

Nicola Gibbs, 48, brought home the dog in July 2014 as part of the Canine Partners scheme

Thursday, November 26, 2015
David Evennett

The campaign is highlighting the impact of living with Crohn’s Disease or Ulcerative Colitis

Tuesday, November 24, 2015
Parks and open spaces in Bexley are under threat of being sold off due to budget cuts. Old Farm Park Sidcup

Malcolm wright from the Save Old Farm Park campaign group explained his concerns

Tuesday, November 24, 2015

Nicholas Woods, 41, and Tim Clark, 50, both of Lincoln Close, were charged on Saturday with murder, false imprisonment and Actual Bodily Harm

Tuesday, November 24, 2015
Erith gas leak courtesy of (Picture:LFB)

The gas leak on Church Manorway led to the evacuation of 200 people

Tuesday, November 24, 2015
Detective Superintendent Gordon Allison with just a small selection of the hundreds of guns handed in, ranging from antiques to modern handguns [Photograph from Metropolitan Police]

The surrender is running until December 6

Tuesday, November 24, 2015
Phoebe is pictured with her handler Stuart Phillips and Council officers in the Broadway Bexleyheath

Alongside trading standards officers was one specially trained dog

Most read news


MAC Makeup

MAC are renowned for their flawless, fabulous make up that is used worldwide by the stars. You too can have the chance to have the perfect makeup to suit your needs with £1,000 to spend on all the glam goodies you like!


You are never far from an Argos, wherever in the country you may be. They are like a magical cavern where whatever you need they seem to have it out the back behind the counter. So why not put them to the test with this great MyOffers competition to win £1000 to spend in-store.

Digital Edition

Read the Bexley Times e-edition today E-edition

Family Notices 24

Local business directory

Our trusted business finder