Inside Sainsbury’s Strategy As The 1st Paralympic-Specific Sponsor

In the great, grand sweeping story of the London 2012 Games it will be a mere
minor footnote, but when Sainsbury’s was controversially unveiled as the first
ever Paralympic-only partner it signalled a significant sponsorship moment. The
Tier One Paralympic deal saw Sainsbury’s become not just the first brand to be a
specific stand-alone Paralympic sponsor, but also the first supermarket to be an official
Games partner of any kind. Activative spoke with Sainsbury’s sponsorship head Jat
Sahota about its Paralympic success story. For full article please download Activative Platform Issue 3 Q1 2013 pdf