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BT & Sainsbury's agree paralympics deals- 10 Aug 2010 00:00:00

BT and Sainsbury’s have signed an agreement to become joint sponsors of Channel  4’s coverage of the London 2012 Paralympics. 

The multi-million pound deals will see the London 2012 Tier One partners share sponsorship equally across the Channel 4 network leading up to the Games as well sponsorship of the live coverage and highlights shows.

Channel 4 is set to push the Paralympics coverage with its largest marketing campaign ever and is will broadcast 150 hours of live coverage of the Games.

As part of its marketing push the channel is launching a £500,000 search for British disabled talent to act as commentators, experts and presenters during the Paralympics.

The deal with BT and Sainsbury’s will begin on 29th August, marking marks two years to the day of the Opening Ceremony.

To mark the anniversary, Channel 4 will screen a weekend of programming dedicated to the Paralympics. 

The channel will also show the first episode of The Paralympic Show, a new 10-week magazine series about disability sport that will include highlights from the International Paralympic Committee World Swimming Championships in Eindhoven.

Channel 4 won the rights to air the Paralympics at the beginning of this year, the event was previously aired by the BBC.

BT is also the title sponsor of the Paralympic World Cup that took place in Manchester earlier this year.

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