Sainsbury’s calls on 1 Million Kids to get into Paralympic sport

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Sainsbury’s has unveiled a new scheme, dubbed the 1 Million Kids Challenge, designed to get more youngsters involved in disabled sport.

The push was launched yesterday, 500 days before the opening games of the Paralympic Games, which follow the 2012 London Olympics.

The supermarket has also set up a Paralympic Legacy Fund to support disabled athletes during and after the Games. Cash will be raised for the fund by selling special branded bags.

Lord Coe, chairman of the 2012 organising committee, said the scheme was “just one of many initiatives by Sainsbury's helping us promote the London 2012 Paralympic Games to the public”.

“With just over 500 days to go till the start of the London 2012 Paralympic Games, the support across the UK is incredible and Sainsbury's is a much-valued standalone partner of the Paralympic Movement,” he said.

Read more
Voluntary schemes are ‘the refuge of scoundrels’ – King (29 January 2011)
Saturday Essay: Get connected, your community needs you! (4 December 2010)
Coca Cola charity tie-up brings sport to the streets (14 October 2010)

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