The 16-page tabloid supplement, entitled ‘One Year To Go’, will run in The Daily Telegraph on Saturday, August 27th 2011. The supplement has been sold on a shared sponsorship model with Paralympics broadcaster, Channel 4, and official London 2012 Paralympics partner, Sainsbury’s. The logos of both sponsors will feature on the front cover, with branding throughout the supplement and on each of the spreads.
The main focus of the supplement will be on the top 50 Team GB Paralympians. The editorial will promote their personalities and raise awareness of their sports, highlighting stories of the athletes’ strength and determination to get to London 2012.
The supplement will feature editorial integration of the brands to promote their association with the Games through interviews with brand ambassadors and the promotion of brand initiatives. Sainsbury’s ‘1 Million Kids Challenge’, a scheme to get one million children to try a Paralympic sport, and its ‘Super Saturday’, a family festival to mark one-year to go until the Paralympics, will both be featured. Channel 4’s series of short films designed to create awareness of Britain's premier Paralympic athletes will also be promoted. The supplement highlights Sainsbury’s and Channel 4’s shared commitment to help make London 2012 the most high-profile Paralympic Games yet.
Ben Dunn, Head of Sports Sponsorship, Telegraph Media Group, said: “We are delighted to be marking the one year to go milestone with this Paralympics supplement. The Telegraph has always recognised the importance of the Paralympics and has an award-winning history of doing so. This supplement shows our continued commitment to providing extensive, engaging coverage of the London 2012 Paralympic Games.”
The Telegraph has twice won international awards for the depth and insightfulness of its coverage of the Paralympics. It was the first national daily paper to have a dedicated Paralympics Correspondent, Gareth A Davies, who has held the position since 1994. In April, The Telegraph also appointed two former Paralympic athletes, Baroness Tanni Grey-Thompson and Ade Adepitan, MBE as columnists. The athletes both bring insight and experience to The Telegraph’s editorial coverage of the London 2012 Paralympic Games.
