Sainsbury's in £20m Paralympics deal

SAINSBURY'S was today unveiled as the official sponsor of the London Paralympics in a £20million deal.

But the promotional rights for the supermarket chain will not extend to the Olympics. Existing 2012 sponsors Coca-Cola and McDonald's objected to Sainsbury's because they did not want the supermarket's own-brand products bearing the Olympic brand to be sold next to theirs.

Sainsbury's, whose chief executive Justin King is a board member of Games organiser Locog, will use the Paralympics to extend the chain's vouchers-for-sport "Active Kids" programme.