Sainsbury’s is hoping to become a key name at the London 2012 Olympics, according to Marketing Week.

The supermarket chain is expected to support the Medal Hopes scheme, due to be unveiled later this month, and is in talks with the government to help fill the £79 million funding gap for athletes aiming to compete in four years’ time.

Any plans for such a deal will need to be in place before December, when funding body UK Sport will determine the allocation of cash for each of the Olympic sports in the run-up to 2012, reported the marketing magazine.

Separately, celebrity television duo Ant and Dec have been signed up to help Sainsbury's advertise its Christmas fare on TV with chef Jamie Oliver. The pair will pocket £1 million for the deal, according to The Sun.

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