Sainsbury’s has unveiled a new strapline for its sponsorship of the London 2012 Paralympic Games.

‘Here's to extraordinary’ would celebrate all that is great about the Paralympic Games, Sainsbury’s said. It will be used on PoS, advertising, delivery vehicles and shop fronts.

"We wanted to create an identity that celebrates Paralympic athletes for their status as world-class, elite athletes and not just for the obstacles they have overcome in coming to terms with their disabilities,” said Jat Sahota, Sainsbury's head of sponsorship.

"By creating this branding we hope to drive a consistent message within all communications relating to our sponsorship."

Sainsbury's is the first Paralympic-only partner, having become a tier-one sponsor of the event in May last year.

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