Channel 4 has signed agreements with Sainsbury’s and BT to become joint sponsors of programming related to the London 2012 Paralympic Games on the TV station.
The two multi-million pound deals will see Sainsbury’s and BT 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 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 as the joint creation of Short Form Programming content.
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.”
The deal starts at the end of August, exactly two years before the Opening Ceremony of the London 2012 Paralympic Games.
Source: Sainsbury’s
