Why Sainsbury’s is backing the Paralympics: Jat Sahota
Q Sainsbury’s is the first-ever Paralympic Games only sponsor. Is this a breakthrough year for the Paralympics as an event?
A Being the first standalone partner of the Paralympic Games is something we are extremely proud of. We have the ambition to make it the best Paralympic Games ever through driving awareness and engagement. We’re doing this because we believe everyone should have the opportunity to live healthier, more active lives regardless of ability. We’re announcing today for instance that over £100,000 has already been raised for the British Paralympic Association from sales of Sainsbury’s Paralympic Super Shopper Bags.
Q What will be some of the highlights of the Paralympic Games this summer?
A It will all be fantastic: we will be taking 6,000 colleagues to watch the Paralympic Games and are looking forward to some amazing sport. But for me the run up to the Games is going to be almost as exciting. We’ve engaged 70 Paralympic athletes to team up with colleagues in our stores across the UK to help promote advance interest.
Last week we also announced the 100 customers and 45 colleagues set to take part in the London 2012 Games Paralympic Torch Relay, nominated for their contributions to local communities and amazing personal achievements. They are all extremely excited about this once in a lifetime opportunity and it will be great to follow them carrying the torch.
Q Do you have a particular event you are looking forward to?
A I am particularly looking forward to cheering Ellie Simmonds on in the swimming. Simmonds was a gold medallist in the Beijing 2008 Paralympic Games and is the face of our Active Kids programme along with David Beckham. It would be great to see her win gold!
Jat Sohota is head of sponsorship for Sainsbury’s.