Sport Industry Group

SAINSBURY'S UNVEILS PARALYMPICS PUSH- 31 Aug 2010 00:00:00

Sainsbury’s has marked two years to go until the start of the London 2012 Paralympic Games by unveiling Paralympic swimming champion Ellie Simmonds as the new face of Sainsbury's Active Kids scheme.

The swimmer has been signed up to act as an ambassador for Active Kids for the next three years, will help raise awareness of the scheme up to the Paralympic Games and beyond.

The double gold medalist will appear in Active Kids advertising and will also attend Active Kids events.

Justin King, Sainsbury's chief executive, said: ‘As the first ever Paralympic Games-only sponsor, we want to raise the profile of Paralympic athletes to make this the best Paralympic Games yet, and Ellie's involvement will certainly help us do this.’


Now in its sixth year, Active Kids has donated over £86 million worth of sports equipment to encourage children of all ages.

The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) recently appointed Sainsbury's as its first ever Paralympic Games-only sponsor.

Simmonds’ involvement in Active Kids will form part of the ongoing work Sainsbury's is doing with LOCOG's education scheme, 'Get Set'.

Sainsbury's Active Kids programme is based on a system of vouchers that schools and other organisations can exchange for a variety of sports and activity equipment and experiences.

The supermarket also marked the two years to go milestone by launching the toy of London 2012 Paralympic Games mascot, Mandeville.

In addition to the regular toys, a total of 2,012 limited edition Mandeville soft toys, which come in an exclusive box, have also gone on sale, with 1,200 being sold at Sainsbury's.