Sainsbury's develops Paralympic sponsorship brand identity
The branding will be used in all communication channels including POS and advertising as well as on Sainsbury's delivery vehicles and shop fronts.
Jat Sahota, Sainsbury's head of sponsorship said: "We wanted to create an identity that celebrates Paralympic athletes not just for the obstacles they have overcome in coming to terms with their disabilities, but also for their status as world class, elite athletes.
"By creating this branding we hope to drive a consistent message within all communications relating to our sponsorship. It will be used across all channels and should drive awareness of our sponsorship of the Paralympic Games over the coming months."
As the first ever Paralympic-only sponsor, Sainsbury's is promoting the games in its 950 stores and is making Paralympic Games and ParalympicsGB merchandise available across the UK.
Sainsbury's will be one of two Partners to have a branding presence on athletes' bibs, as well as in and around key venues at Games-time.
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