Sainsbury’s and Channel 4 collaborated in a unique endeavour – scale sponsorship of the Paralympics, with no involvement in the preceding Olympics. Their activity was much more than broadcast sponsorship of the coverage of the Games themselves. Both achieved their objectives, with Sainsbury’s delivering revenue growth and ROI, and Channel 4 delivering record audience figures. But perhaps more importantly, both brands changed the way Britain felt about Paralympic sport, and disability overall.
The Paralympics were an unprecedented popular success. The nation was swept away in excitement and we met new heroes. That was always going to happen, right? Brands involved would inevitably prosper. Getting involved was a marketing no-brainer.
Well, no.
Like many successes, Paralympics looks effortless in retrospect. It was anything but. The success was in large part due to two brands deciding to do something unconventional – to sponsor something marginal, but important, and use marketing to make Britain care about it. Sainsbury’s and Channel 4 were in a unique position. The only brands in history ever to have a significant stake in Paralympics without any involvement in the Olympics preceding it. To succeed, they had to:
- Make the event itself popular.
- Introduce a nation to sports and sports stars that were largely alien to them.
- To get Britain to see the athletic achievement, not the disability (so this was a sports sponsorship, not a do-gooder CR initiative).
Sainsbury’s needed to generate revenue, and Channel 4 to fulfil their public service remit by inspiring change in people’s lives and audience growth.
How did they do it?
We heard from Sarah Warby, marketing director, Sainsbury's (voted Marketing Leader of the Year 2013 at our Awards for Excellence) at our Best Practice Awards Showcase in September. Watch her presentation in our cinema.
Sainsbury's also won Brand of the Year 2013, taking the title via a live vote of 900 marketers at our Annual Dinner at the Roundhouse - beating a shortlist of finalists which included easyJet, Paddy Power, O2 and BT.
Judges' comments
To register your interest or to find out how to enter the next Awards for Excellence visit our Awards site.
Login to download the full case study below:
Newsletter
Enjoy this? Get more.
Our monthly newsletter, The Edit, curates the very best of our latest content including articles, podcasts, video.
Become a member
Not a member yet?
Now it's time for you and your team to get involved. Get access to world-class events, exclusive publications, professional development, partner discounts and the chance to grow your network.