CorpComms Magazine

Sainsbury's, the first ever Paralympic-only partner, has launched a new brand identity for its sponsorship of the London 2012 Paralympic Games.

The 'Here's to the Extraordinary' branding has been designed to celebrate 'all that is great' about the Paralympic Games and the outstanding skills of the sportsmen.

The new branding will be used across all marketing channels, on the shop fronts of more than 950 stores and on Sainsbury's delivery vehicles.

Jat Sahota, head of sponsorship for Sainsbury's, said: 'We wanted to create an identity that celebrates Paralympic athletes for their status as world class, elite athletes and not just for the obstacles they have overcome in coming to terms with their disabilities. By creating this branding we hope to drive a consistent message within all communications relating to our sponsorship.'

Sainsbury's is promoting the games and selling Paralympics GB merchandise in all its stores. Supporters will be able to buy clothing, homewares, jewellery and even a soft toy version of Team GB's mascot Pride the lion.

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