Sainsbury’s switches sights to Paralympics

Sainsbury’s CEO Justin King tried his hand at sitting volleyball this week to mark the 500-day countdown to the London 2012 Paralympic Games.

The retailer, which is sponsoring the games, launched the One Million Kids Challenge to encourage children to get involved in Paralympic sport. It also launched a Paralympic Legacy Fund to support Paralympic athletes and to promote healthier and more active lifestyles for children of all abilities by supplying free sports equipment to schools.

The initiative continues Sainsbury’s support for Comic Relief And Sport Relief. Last month it raised a record £10.5m, bringing the total amount raised in the last 12 years to almost £60m.

King took part in a 110km cycle sponsored ride as part of the Comic Relief fundraising, but has promised to “do a very significant sponsored event in 2012 in support of Sport Relief.”