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Sainsbury's London 2012 Olympics Channel 4

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

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By Ishbel Macleod, PR and social media consultant

January 26, 2012 | 2 min read

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.

Sainsbury's London 2012 Olympics Channel 4

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