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Supermarket chain Sainsbury's has become the first Paralympic-only sponsor of 2012 with the biggest sponsorship deal in the history of the games.

Sainsbury's has become one of eight Olympic sponsors for 2012, each signing a deal in excess of £40 million. Sir Philip Craven, president of the International Paralympic Committee, has described the deal as 'historic'. Sainsbury's will be one of only two sponsors to benefit from the limited branding allowed during the games, including commanding a sought-after spot on athletes' bibs.

With Channel Four landing the broadcasting rights for the Paralympics at the beginning of the year after the BBC secured the deal for the main games, the retail chain will no doubt also be looking to harness the far greater opportunities for television advertising that the 2012 Paralympics will bring.

The retailer will look to promote the contest throughout its 850 stores in the run up to 2012, making Paralympic Games and ParalympicsGB merchandise available across the UK. They also plan to link groups of stores around the country with specific Paralympic sports and tie branding in different stores to individual athletes.

The ethos of the games also ties in with existing projects such as the supermarket chain's sponsorship of Comic Relief offshoot, Sport Relief, and its Active Kids programme. Justin King, chief executive of Sainsbury's, said: 'The vision on which the Paralympic Movement was founded complements Sainsbury's commitment to promote a healthy, fitter lifestyle across all ages and abilities.'

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