Sainsbury's Sport Relief - Jonnie Peacock

Sainsbury’s is sponsoring Sport Relief 2014. Pictured: Jonnie Peacock

Sainsbury’s has been named sponsor of the first Sport Relief Games.

The Sainsbury’s Sport Relief Games, which will take place in March next year, will give thousands of runners, swimmers and cyclists the chance to complete Sport Relief challenges at the Queen Elizabeth Olympic Park.

The retailer is a long-term sponsor of Sport Relief and in 2012 raised £5.5m.

“In the last year we have seen first-hand the power of sport to unite people and communities,” said Sainsbury’s CEO Justin King.

“Sainsbury’s has been a supporter of Comic Relief since 1999 and as we continue our legacy of support for sport we hope that even more people this year will get behind these events and embrace all the new challenges of running, swimming or cycling to help smash our previous fundraising target and make a real difference to those most in need here and overseas,” he added.

The retailer will also be selling a range of official Sport Relief 2014 merchandise in its stores, with a donation from each purchase going to the charity.