Coe: More 2012 Paralympic sponsors to come on board 05/05/2010 |
|
| |
| |
London 2012 chairman Lord Coe has revealed that more brands will join Sainsbury’s as Paralympic-only sponsors.
The supermarket chain this week signed a deal to back the 2012 Paralympic Games but will have no rights to the London Olympics.
"We take our responsibility to deliver the Paralympic Games very seriously and we will look for more Paralympic sponsors to claim that space," he said.
"Sainsbury's are the 29th partner [for 2012 overall] so far. We've raised over £600m, which is roughly 72 per cent of the budget [for the Olympics and Paralympics], which is a good position to be in with two years remaining. We are in very good shape.
"The hallmark of any good business is to continue to raise revenue in what is the most challenging financial time since the 1970s for hosting an Olympics."
Coe also played down suggestions that the Sainsbury’s deal would affect John Lewis’s position as the 2012 Olympics’ official retailer.
"The partnerships with Sainsbury's and John Lewis are very different," he added. "The Sainsbury's partnership is solely with the Paralympic brand.
"They're both very broad partnerships so they're not going to be playing in the same space."
Sainsbury's has previously been the official supermarket of the England football team and has also invested heavily in youth sport.
Chief executive Justin King said: "We looked at a lot of opportunities and what attracted us to the Paralympics Games is to be involved in a way that isn't part of the main Games.
"It will have its own identity with a separate brand and torch relay.
"When you put that alongside the opportunity to sell merchandise, it's a unique difference but suited to what Sainsbury's want to do to the Paralympic movement."
|
| Back |
| |
| |
|
|
 |
Advertisement
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
