Sainsbury’s has renewed its partnership with the British Paralympic Association (BPA) for the next four years, including both the PyeongChang 2018 and Tokyo 2020 Games.
As the first Paralympic-only sponsor of the London 2012 Games, Sainsbury’s subsequently partnered with the BPA to support the British team at Sochi 2014 and Rio 2016, generating national support for Paralympics GB from both customers and colleagues.
The continued partnership with Sainsbury’s will help ensure the BPA can send the best-prepared team of athletes to compete at Paralympic Games, as Paralympics GB look to consolidate their position as one of the world’s strongest Paralympic nations.
Mike Coupe, chief executive of the Sainsbury’s Group, said: “Sainsbury’s is proud of its continued sponsorship of Paralympics GB as it’s something our customers and our colleagues really get behind.
“Seeing the team go from strength to strength, and knowing that we’re playing a small part in this success, is hugely inspiring for us all.
“Inclusivity, for both our colleagues and our customers, is at the heart of Sainsbury’s values, which is why we are so keen to continue to support Paralympics GB and help change perceptions of what it means to have a disability. We look forward to seeing what the team can achieve at Tokyo 2020.”
Tim Hollingsworth OBE, chief executive of the British Paralympic Association, added: “Sainsbury’s is very much at the heart of the Paralympic family here in the UK, their engagement has shown a true understanding of the power of Paralympic sport and they have encouraged their customers and colleagues to really get behind ParalympicsGB.
“Sainsbury’s has a very clear understanding of our vision and have engaged superbly around programmes to impact on the lives of young people in particular. I am delighted to see that this successful partnership will continue through to Tokyo 2020.”
