Sainsbury's & Channel 4: Winning for the Paralympics

This case study explains how supermarket chain Sainsbury's and broadcaster Channel 4 collaborated to sponsor the 2012 Paralympic Games in the UK.

Sainsbury's & Channel 4: Winning for the Paralympics

AMV BBDO

Sainsbury's and Channel 4 collaborated in a unique endeavour - scale sponsorship of the Paralympics, with no involvement in the preceding Olympics. Their activity was much more than broadcast sponsorship of the coverage of the Games themselves. Both achieved their objectives, with Sainsbury's delivering revenue growth and ROI, and Channel 4 delivering record audience figures. But perhaps more importantly, both brands changed the way Britain felt about Paralympic sport, and disability overall.

Introduction

The Paralympics were an unprecedented popular success. The nation was swept away in excitement and we met...

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