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Sainsbury's becomes title sponsor of the first Sport Relief Games

Sainsbury’s has become the title sponsor of the first ‘Sport Relief Games’.

BRANDS

Sainsbury's becomes title sponsor of the first Sport Relief Games

The Sainsbury’s Sport Relief Games, which will be held in March 2014, will see thousands of budding runners, swimmers and cyclists complete their Sport Relief challenges at the Queen Elizabeth Olympic Park in London's Stratford.

As a long-term sponsor of Sport Relief, Sainsbury’s raised £5.5 million for the charity in 2012.

Justin King, Sainsbury's chief executive, said: "In the last year we have seen first-hand the power of sport to unite people and communities. I am very humbled by the fantastic work that Comic Relief does and we are incredibly proud to be the title sponsor of the very first Sainsbury’s Sport Relief Games.

"Sainsbury's has been a supporter of Comic Relief since 1999 and as we continue our legacy of support for sport we hope that even more people this year will get behind these events and embrace all the new challenges of running, swimming or cycling to help smash our previous fundraising target and make a real difference to those most in need here and overseas."

Kevin Cahill, Comic Relief chief executive, added: "Sainsbury’s customers and colleagues have wholeheartedly embraced Comic Relief over the years, With the very first Sainsbury’s Sport Relief Games – and its brand new set of exciting challenges – we’re hoping even more people will come together to get active and raise money to help change lives."

Sainsbury’s will also be selling a range of official Sport Relief 2014 merchandise, with a donation from each purchase being given to the charity.

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