On 10 September 2011, Sainsbury's hosted Sainsbury's Super Saturday - a family-friendly event that took place on Clapham Common, London in support of the London 2012 Paralympic Games. This was the first event of its kind from Sainsbury's and a groundbreaking initiative to raise awareness of the Paralympic Games.
Top UK pop acts that performed at the event, which marked just under one year to go until the Paralympic Games, included Taio Cruz, The Saturdays, The Wanted and Will Young and Chipmunk.
Sainsbury's, the first official partner of the London 2012 Paralympic Games, organised the interactive event and music concert, supported by LOCOG and ParalympicsGB, to help raise awareness of the Paralympic Games. All profits from the day-long event went to the Paralympic Legacy Fund, set up in conjunction with ParalympicsGB to support Paralympic athletes as well as promoting healthier and more active lifestyles for younger people regardless of ability.
Those attending were treated to a fantastic day out at the festival on Clapham Common, including a sports arena where Paralympic sports were demonstrated as well as a main stage where artists played to a crowd of 40,000 people. There was also the opportunity for people to try Paralympic sports on site.