26 August 2012 Last updated at 18:56 ET
By James Melik Reporter, Business Daily, BBC World Service
Sainsbury's have adopted 70 Paralympians and will promote them across stores in the UK
Do the Paralympics have sufficient reach and interest to make it a useful commercial proposition for a company to sponsor them?
All the main sponsors of the London 2012 Olympic Games, such as Adidas, Visa and McDonald's, are automatically involved with the subsequent Paralympics.
However, the British supermarket chain Sainsbury's was not involved with the main event, yet it is a major sponsor of the Paralympics.
Clearly, the retailer thinks the Paralympics are not just
Sunday 26 August 2012
Paralympics open up business opportunities
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