26 January 2012 - 2:49pm | posted by | 0 comments

Sainsbury’s shows off Paralympic sponsorship with Channel 4 short films

Rugby player Mandip SehmiRugby player Mandip Sehmi

Sainsbury’s is promoting its sponsorship of the Paralympic Games through a series of 90 second films, where athletes will discuss their dedication to their sport and the sacrifices they are making in their journey to this year's Paralympic Games.

The series of ten short films is the second jointly commissioned by Channel 4 and Sainsbury's, the first Paralympics-only sponsor, and produced by IMG.

The films feature gold-medalist and record-breaking swimmer Ellie Simmonds, Paralympic gold medal-winning cyclist Jody Cundy, Team GB football captain David Clarke, Paralympic gold medal-winning archer Danielle Brown, World Champion sprinter Hannah Cockcroft, wheelchair rugby player Mandip Sehmi, wheelchair basketball player Helen Turner, field athletics competitor Stephen Miller and world no. 2 table tennis player Will Bayley.

Jat Sahota, Sainsbury's head of sponsorship, said: "The truly incredible athletes featured in these films have fantastic stories to tell, which embody everything that is great about the UK's Paralympians.

“The Paralympic Games are an ideal platform from which to talk to customers about our commitment to promoting healthier, more active lifestyles for all ages and abilities, and we hope these films will inspire the nation as we head towards London 2012."

They will air on Channel 4, at 7.55pm from 30 January and at 7.30pm on Friday 3 February and 10 February. Following this they will be repeated in a range of slots across the Channel 4 schedule and on the Channel 4 Paralympic website.

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Sports Bra Award Win

19/12/2014
Our super-star lingerie client, Wacoal Eveden, is...

Malibu - creating the perfect brand moment to enhance engagement

17/12/2014
The challenge How do you change customers’ perception of...

Driving Sales From Social During Black Friday

16/12/2014
The craze of Black Friday crossed the pond and hit the UK...

BREACH: LETS JACK

16/12/2014
‘Jack’ – the infectious track by British producer Breach...

Launching the Seasonal Cities App

15/12/2014
In Q3 2014 Rooster was tasked with launching the new travel...