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Sainsbury’s gets go-ahead for Clapham concert

Supermarket chain J Sainsbury is planning a large event on Clapham Common in London on 10 September 2011 to promote the 2012 Paralympics.

GENERAL MERCHANDISE

Sainsbury’s gets go-ahead for Clapham concert

Supermarket chain J Sainsbury is planning a large event on Clapham Common in London on 10 September 2011 to promote the 2012 Paralympics.

Organised in conjunction with concert promoter Live Nation Events, it will include a music concert as well as sports demonstrations and is expected to attract more than 50,000 people.

Sainsbury’s is the official supermarket partner of the London 2012 Paralympic Games and says that its multi-million pound backing is the largest ever sponsorship package for such an event. It also says that it is the first company to solely sponsor the Paralympics rather than in combination with the Olympics.

Lambeth Council’s licensing committee has approved an application to hold the concert on Clapham Common despite objections from some local community groups and councillors, who raised concerns about damage to the common, anti-social behaviour and setting a precedent for more “mega-concerts”.


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