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

printMAX eCommerce site

31/03/2015
Large format printer retailer, printMAX, asked us to update...

XBOX XMAS WISHLIST

31/03/2015
The pre-Christmas buzz on xbox.com was aimed squarely at...

Meet the agency that's been profitable every year for 35 years

31/03/2015
Tayburn is the only agency to be included in the top 10 for...

Heineken UEFA Champions League

30/03/2015
Brief in brief: Create exciting new packaging and a visual...