The two multimillion 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 deal starts on 29 August 2010, exactly two years to the opening ceremony of the London 2012 Paralympic Games.
Gwyn Burr, Sainsbury’s customer service and colleague director, said: “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.”
Source: Sainsbury’s
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