26 Aug 2012
Last updated during 22:56 GMT
Reporter, Business Daily, BBC World Service
Do a Paralympics have sufficient strech and seductiveness to make it a useful blurb tender for a association to unite them?
All a categorical sponsors of a London 2012 Olympic Games, such as Adidas, Visa and McDonald's, are automatically concerned with a successive Paralympics.
However, a British supermarket sequence Sainsbury's was not concerned with a categorical event, nonetheless it is a vital unite of a Paralympics.
Clearly, a tradesman thinks a Paralympics are not usually an appendage to a categorical event, yet that they are critical in their possess right and there is a blurb advantage in being compared with them.
Chief executive Justin King says a rave has been tremendous.
"We know from a response of a business that there is an eager open rendezvous with a Paralympics," he says.
"Our colleagues and business have enthusiastically embraced what a games mount for," he says.
Continue reading a categorical story
"Start Quote
We are seen as selected athletes with a disability, rather than infirm athletes who do sports"
End Quote
Liz Johnson
Paralympic swimmer
"It has over all we hoped for it. Almost all of a colleagues are understanding of a thought that we're involved," he adds.
Equal acceptance
Sport for athletes with an spoil has been around for some-more than 100 years, according to a International Paralympic Committee. The Paralympics were initial hold in Rome in 1960.
Over a following half century, they have gradually acquired a aloft open profile, with an increasingly eager audience.
And where there is an audience, there are business opportunities – including sponsorship.
The British swimmer Liz Johnson already has one bullion and one china award from prior Paralympics, and she believes companies are some-more prepared to offer sponsorship since of a aloft form a Paralympics now have.
"For a initial time ever Paralympians have been enclosed alongside Olympians, so we cruise they have realised we are unequivocally athletes too," she says.
But does her sponsorship assistance a form of a businesses she is compared with?
"Everybody loves success – as athletes we are successful, that is since they have selected us," she says.
"It is not easy, we don't usually arise adult with a ability to win a bullion medal, so a highs and a lows of what we have left by unequivocally simulate identical resources they have within a business or a project."
Liz Johnson herself has faced many challenges, and she points to 2004 when she was doing her A-levels and pushing 900 miles a week to get to training, and 2008 in Beijing, when she was essay to get a bullion award when her mom upheld divided with cancer.
"Everybody can describe to those stories and put things into viewpoint and cruise whatever life throws during you, there is always a approach around it," she says.
Continue reading a categorical story
"Start Quote
It isn't about incapacity per se, it's about individuals, whatever their challenges, being a best they could presumably be"
End Quote
Justin King
Sainsbury's
"Every 4 years a games turn some-more selected and benefit some-more honour since we are seen as selected athletes with a disability, rather than infirm athletes who do sports," she adds.
Wider message
The romantic tales of tellurian bravery and loyalty are partial of a captivate of examination an contestant conquer adversity, yet wouldn't Sainsbury's have achieved some-more of a blurb impact if they were compared with a likes of Usain Bolt or Mo Farah?
"No, we don't see it that way," says Mr King.
"One could disagree that if we are an Olympics sponsor, afterwards you're fighting in flattering swarming territory.
" Most people would substantially usually be means to name one or dual or 3 of a many Olympic sponsors.
"Companies that unite Olympics do it for their possess reasons. The Olympics has fantastic general strech like no other event," he says.
"But for us, being a initial and indeed usually Paralympic disdainful sponsor, focusing on a messages during a internal turn in a stores has been by distant a improved tender for a business."
Continue reading a categorical story
Paralympics coverage online
Although Sainsbury's spends about £3bn ($4.8bn) sourcing products abroad, a core business is in a UK and even yet it will continue to support a British athletes, it is doubtful that they will have a same turn of submit when a subsequent Paralympic Games are hold in Rio de Janerio in 2016.
"I am certain there is a Sainsbury's homogeneous in Brazil that will be looking on during what we've finished and maybe they will do a same," he says.
It has evidently been a good blurb preference for Sainsbury's to be concerned with a London 2012 Paralympic Games, yet Mr King says there are other issues to consider.
"There is a wider Paralympic message," he says.
"It isn't about incapacity per se, it's about individuals, whatever their challenges, being a best they could presumably be."
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