BT and Sainsburys to sponsor London 2012 Paralympic Games Programming

9 August 2010

Channel 4 has signed agreements with BT and Sainsbury's to become joint sponsors of programming related to the London 2012 Paralympic Games on Channel 4.

The two multi-million pound deals will see BT and Sainsbury's share sponsorship equally across a variety of programmes broadcast across the Channel 4 network leading up to the London 2012 Paralympic Games as well as the live coverage and highlights shows broadcast during the Games themselves.  This ground-breaking dual sponsorship also includes sponsorship of Channel 4's new website dedicated to the Paralympic Games, www.channel4.com/paralympics, programming on PC and TV VOD as well the joint creation of Short Form Programming content. 

The deal starts on August 29th 2010 exactly two years to the Opening Ceremony of the London 2012 Paralympic Games.  To mark this anniversary, Channel 4 will screen a weekend of programming dedicated to the Paralympic Games.  Highlights of the weekend include Inside Incredible Athletes, a stunning feature-length documentary which will profile seven athletes, all of whom are hoping to represent ParalympicsGB and examine the science behind their extraordinary ability.  The weekend will also see the first episode of That Paralympic Show - a brand new, 10-week magazine series about all things relating to disability sport, and highlights from the IPC Swimming World Championships in Eindhoven.  

Gwyn Burr, Sainsbury's Customer Service and Colleague Director, said: "This partnership will help us to drive awareness, understanding and engagement with the London 2012 Paralympic Games.  We see the Games as the ideal platform from which to talk to customers across the country, about our commitment to promoting a healthy, fitter lifestyle across all ages and abilities.  We look forward to working alongside Channel 4 over the next two years to ensure that these are the best Paralympic Games yet."

Suzi Williams, BT Group Marketing and Brand Director commented: "BT is a long-time passionate supporter of Paralympic sport. From our headline sponsorship of the BT Paralympic World Cup to our support for ParalympicsGB and for athletes like Lee Pearson and Oscar Pistorious - we are committed to helping these amazing athletes be the very best they can be. This new two year collaboration with Channel 4 turbo charges that activity, and we are proud and excited to be a part of it. Together we will share the inspirational power of Paralympic sport with the widest possible audience, and provide a lasting legacy for the Paralympic movement."

About BT
BT is one of the world's leading providers of communications solutions and services operating in more than 170 countries.  Its principal activities include the provision of networked IT services globally; local, national and international telecommunications services to our customers for use at home, at work and on the move; broadband and internet products and services and converged fixed/mobile products and services.  BT consists principally of four lines of business: BT Global Services, Openreach, BT Retail and BT Wholesale.

BT is proud to be the official communications services partner for the London 2012 Olympic and Paralympic Games.

In the year ended 31 March 2010, BT Group's revenue was £20,911 million.
British Telecommunications plc (BT) is a wholly-owned subsidiary of BT Group plc and encompasses virtually all businesses and assets of the BT Group.  BT Group plc is listed on stock exchanges in London and New York. 

For more information, visit www.bt.com/aboutbt

 

About Sainsbury's
Sainsbury's is the first ever Paralympic-only sponsor. The company's historic commitment to the Paralympic Movement is the largest sponsorship ever of a Paralympic Games.

Sainsbury's will utilise its network of over 850 stores to help promote the Paralympic Games in the run up to 2012 and will make Paralympic Games and ParalympicsGB merchandise available across the UK.

Sainsbury's will also be working with LOCOG's education team to develop opportunities related to its successful Active Kids programme as part of LOCOG's Education scheme, ‘Get Set'.

Channel 4 has signed agreements with BT and Sainsbury's to become joint sponsors of programming related to the London 2012 Paralympic Games on Channel 4.

The two multi-million pound deals will see BT and Sainsbury's share sponsorship equally across a variety of programmes broadcast across the Channel 4 network leading up to the London 2012 Paralympic Games as well as the live coverage and highlights shows broadcast during the Games themselves.  This ground-breaking dual sponsorship also includes sponsorship of Channel 4's new website dedicated to the Paralympic Games, www.channel4.com/paralympics, programming on PC and TV VOD as well the joint creation of Short Form Programming content. 

The deal starts on August 29th 2010 exactly two years to the Opening Ceremony of the London 2012 Paralympic Games.  To mark this anniversary, Channel 4 will screen a weekend of programming dedicated to the Paralympic Games.  Highlights of the weekend include Inside Incredible Athletes, a stunning feature-length documentary which will profile seven athletes, all of whom are hoping to represent ParalympicsGB and examine the science behind their extraordinary ability.  The weekend will also see the first episode of That Paralympic Show - a brand new, 10-week magazine series about all things relating to disability sport, and highlights from the IPC Swimming World Championships in Eindhoven.  

Gwyn Burr, Sainsbury's Customer Service and Colleague Director, said: "This partnership will help us to drive awareness, understanding and engagement with the London 2012 Paralympic Games.  We see the Games as the ideal platform from which to talk to customers across the country, about our commitment to promoting a healthy, fitter lifestyle across all ages and abilities.  We look forward to working alongside Channel 4 over the next two years to ensure that these are the best Paralympic Games yet."

Suzi Williams, BT Group Marketing and Brand Director commented: "BT is a long-time passionate supporter of Paralympic sport. From our headline sponsorship of the BT Paralympic World Cup to our support for ParalympicsGB and for athletes like Lee Pearson and Oscar Pistorious - we are committed to helping these amazing athletes be the very best they can be. This new two year collaboration with Channel 4 turbo charges that activity, and we are proud and excited to be a part of it. Together we will share the inspirational power of Paralympic sport with the widest possible audience, and provide a lasting legacy for the Paralympic movement."

About BT
BT is one of the world's leading providers of communications solutions and services operating in more than 170 countries.  Its principal activities include the provision of networked IT services globally; local, national and international telecommunications services to our customers for use at home, at work and on the move; broadband and internet products and services and converged fixed/mobile products and services.  BT consists principally of four lines of business: BT Global Services, Openreach, BT Retail and BT Wholesale.

BT is proud to be the official communications services partner for the London 2012 Olympic and Paralympic Games.

In the year ended 31 March 2010, BT Group's revenue was £20,911 million.
British Telecommunications plc (BT) is a wholly-owned subsidiary of BT Group plc and encompasses virtually all businesses and assets of the BT Group.  BT Group plc is listed on stock exchanges in London and New York. 

For more information, visit www.bt.com/aboutbt

 

About Sainsbury's
Sainsbury's is the first ever Paralympic-only sponsor. The company's historic commitment to the Paralympic Movement is the largest sponsorship ever of a Paralympic Games.

Sainsbury's will utilise its network of over 850 stores to help promote the Paralympic Games in the run up to 2012 and will make Paralympic Games and ParalympicsGB merchandise available across the UK.

Sainsbury's will also be working with LOCOG's education team to develop opportunities related to its successful Active Kids programme as part of LOCOG's Education scheme, ‘Get Set'.

Channel 4 has signed agreements with BT and Sainsbury's to become joint sponsors of programming related to the London 2012 Paralympic Games on Channel 4.

The two multi-million pound deals will see BT and Sainsbury's share sponsorship equally across a variety of programmes broadcast across the Channel 4 network leading up to the London 2012 Paralympic Games as well as the live coverage and highlights shows broadcast during the Games themselves.  This ground-breaking dual sponsorship also includes sponsorship of Channel 4's new website dedicated to the Paralympic Games, www.channel4.com/paralympics, programming on PC and TV VOD as well the joint creation of Short Form Programming content. 

The deal starts on August 29th 2010 exactly two years to the Opening Ceremony of the London 2012 Paralympic Games.  To mark this anniversary, Channel 4 will screen a weekend of programming dedicated to the Paralympic Games.  Highlights of the weekend include Inside Incredible Athletes, a stunning feature-length documentary which will profile seven athletes, all of whom are hoping to represent ParalympicsGB and examine the science behind their extraordinary ability.  The weekend will also see the first episode of That Paralympic Show - a brand new, 10-week magazine series about all things relating to disability sport, and highlights from the IPC Swimming World Championships in Eindhoven.  

Gwyn Burr, Sainsbury's Customer Service and Colleague Director, said: "This partnership will help us to drive awareness, understanding and engagement with the London 2012 Paralympic Games.  We see the Games as the ideal platform from which to talk to customers across the country, about our commitment to promoting a healthy, fitter lifestyle across all ages and abilities.  We look forward to working alongside Channel 4 over the next two years to ensure that these are the best Paralympic Games yet."

Suzi Williams, BT Group Marketing and Brand Director commented: "BT is a long-time passionate supporter of Paralympic sport. From our headline sponsorship of the BT Paralympic World Cup to our support for ParalympicsGB and for athletes like Lee Pearson and Oscar Pistorious - we are committed to helping these amazing athletes be the very best they can be. This new two year collaboration with Channel 4 turbo charges that activity, and we are proud and excited to be a part of it. Together we will share the inspirational power of Paralympic sport with the widest possible audience, and provide a lasting legacy for the Paralympic movement."

About BT
BT is one of the world's leading providers of communications solutions and services operating in more than 170 countries.  Its principal activities include the provision of networked IT services globally; local, national and international telecommunications services to our customers for use at home, at work and on the move; broadband and internet products and services and converged fixed/mobile products and services.  BT consists principally of four lines of business: BT Global Services, Openreach, BT Retail and BT Wholesale.

BT is proud to be the official communications services partner for the London 2012 Olympic and Paralympic Games.

In the year ended 31 March 2010, BT Group's revenue was £20,911 million.
British Telecommunications plc (BT) is a wholly-owned subsidiary of BT Group plc and encompasses virtually all businesses and assets of the BT Group.  BT Group plc is listed on stock exchanges in London and New York. 

For more information, visit www.bt.com/aboutbt

 

About Sainsbury's
Sainsbury's is the first ever Paralympic-only sponsor. The company's historic commitment to the Paralympic Movement is the largest sponsorship ever of a Paralympic Games.

Sainsbury's will utilise its network of over 850 stores to help promote the Paralympic Games in the run up to 2012 and will make Paralympic Games and ParalympicsGB merchandise available across the UK.

Sainsbury's will also be working with LOCOG's education team to develop opportunities related to its successful Active Kids programme as part of LOCOG's Education scheme, ‘Get Set'.