Sainsbury's launch the 1 Millions Kids Challenge

To mark 500 days until the opening ceremony of the Paralympic Games, Sainsbury’s, Official Partner of the 2012 London Paralympic Games, yesterday (Monday 11th April) launched its 1 Million Kids Challenge. The Challenge aims to encourage 1 million children from across the UK to get a taste of the excitement of the Games by trying out a Paralympic sport . Sainsbury’s today also announced its Paralympic Legacy Fund, an initiative that will support Paralympic athletes  as well as promoting a healthy lifestyle at London 2012 and beyond.

Through its Paralympic Games partnership and commitment to promote a healthy, fitter lifestyle across all ages and abilities, Sainsbury’s aims to make Paralympic sports more accessible by supplying free sports equipment to schools so children can give  Paralympic sports a try for the first time.

Today, LOCOG Chair Seb Coe, Sainsbury’s CEO Justin King, Paralympic gold medallist, London 2012 hopeful Ellie Simmonds MBE, Secretary of State for Culture, Olympics, Media and Sport Jeremy Hunt MP and BPA Vice-Chair Ann Cutcliffe joined London children to sample Paralympic sports such as sitting volleyball, goalball and visually impaired football at Lee Valley Athletics Centre.  The schools taking part in today’s event were all members of the Get Set network, London 2012’s reward and recognition scheme for schools and colleges.

All of the schools participating in the Sainsbury’s 1 Million Kids Challenge will be eligible for additional rewards and benefits, such as access to London 2012 Ticketshare tickets and visits from athletes by joining the Get Set network, London 2012’s reward and recognition scheme for schools and colleges across the UK.

In addition to the 1 Million Kids Challenge, anyone who is interested in trying out a Paralympic sport can contact Parasport, an organisation which has been established to make it easier for the public to learn about and participate in these sports in their local communities (www.parasport.org.uk/).

In conjunction with the BPA, Sainsbury’s has also set up a Paralympic Legacy Fund which will support Paralympic athletes at the Paralympic Games and beyond.  The first initiative around the fund is the launch of a freshly designed Paralympic Games shopping bag, which is available in Sainsbury’s stores, with profits from the sales of the bag going to the fund.  

Speaking at the event, LOCOG Chair Seb Coe stated, “Today we are here to launch the 1 Million Kids Challenge; just one of many initiatives by Sainsbury’s which will help us to 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 stand-alone partner of the Paralympic Movement.”

Backing the words of Lord Coe, Jeremy Hunt MP, Secretary of State for Culture, Olympics, Media and Sport,  added:  “Today’s exciting event is a fantastic example of how Paralympic sports can be incorporated into every UK school and the Sainsbury’s 1 Million Kids Challenge is the perfect platform to help children realise their sports potential.”