Retailers back 2012 Paralympics

Leading mainstream retailers, J Sainsbury and John Lewis, have both announced that they will be offering their backing to the 2012 Paralympics. John Lewis has signed up as sponsor of the event volunteering programme for The BT Paralympic World Cup.

The retailer said that the sponsorship would build on its existing commitment to sport in the run up to London 2012 through its Partners in Sport programme. This funding will give staff members the opportunity to amongst other things train as sport coaches and will provide funds for bespoke customer service training.

Simon Wardell, development manager, Partners in Sport, John Lewis Partnership, said: 'We are delighted to be able to support the BT Paralympic World Cup and I know that our Partners are looking forward to the opportunity to help out at such an exciting event.

He added: 'As a business, we are already engaged in lots of activities in the run up to London 2012, whether it be through John Lewis's sponsorship as the official department store provider to London 2012 or, through our Partners in Sport programme.'

BT Paralympic World Cup spokesperson, Mark de St Croix, commented: 'We are delighted to welcome John Lewis Partnership on board as the first official sponsor of the BT Paralympic World Cup 2011 volunteering programme in the event's seven year history.

Meanwhile, Supermarket chain, J Sainsburys has announced that they will be hosting a huge concert event to promote the 2012 Paralympics.

Due to take place on 10 September 2011 on Clapham Common, South London, the concert put on in conjunction with Live Nation Events is expected to attract more than 50,000 visitors.

This event makes the giant retailer the first company to solely sponsor the Paralympics rather than in combination with the Olympics.

Lambeth Council has given the go ahead to for Clapham Common as the venue.