Supermarket Sainsbury’s is to launch a new brand identity for its sponsorship of the upcoming Paralympic Games in 2012.
The grocer is the first ever Paralympic-only sponsor and its new branding will operate under the tagline ‘Here’s to Extraordinary’.
Aimed at celebrating all that is great about the Paralympics, the strap line will be used across all channels including POS, Sainsbury’s delivery vehicles and shop fronts, as well as in a specific advertising campaign.
Working in close collaboration with the London Organising Committee of the Olympic Games (LOCOG), the supermarket group is to run a media campaign next year in support of the event, while a number of its colleagues have been seconded to LOCOG.
Jat Sahota, Sainsbury’s head of sponsorship, explained that the group will incorporate its promotion of the Games across its 950 stores nationwide.
“By creating this branding we hope to drive a consistent message within all communications relating to our sponsorship,” he said.
“It will be used across all channels and should drive awareness of our sponsorship of the Paralympic Games over the coming months.”
Sainsbury’s is one of only two partners to have a presence on the Paralympic field next summer, as limited only branding is permitted.The grocer’s logo will have a presence on athletes’ bibs, while also appearing in and around key venues at Games-time.
“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,” added Sahota.