Sainsbury’s launches world’s first online blind football game

Online Blind Football Game

Sainsbury’s today announces the world’s first online simulation of Paralympic sport Blind Football to coincide with the London 2012 Paralympic Games.

Content agency Drum, part of Omnicom Media Group, has worked with independent digital agency Chunk to create the online game in conjunction with Channel 4. Featuring Sainsbury's Paralympic ambassador David Beckham, it allows gamers to experience what it's like to play the exciting and highly skilled game of Blind Football, the first of its kind showcasing this complex Paralympic sport.

Undertaking a series of challenges - including learning how to pass, tackle, dribble and score  - users have to rely on the sounds they hear instead of sight. Using innovative 3D sound, players get a truly immersive game experience giving a real taste of what it's like to play Blind Football. The game will be hosted on a dedicated Sainsbury's microsite.

To coincide with the launch on 16 July, Sainsbury's is also providing customers across the UK with the opportunity to win tickets to the Paralympic Games through an in-store promotion and online competition - increasing the chances to get involved with the Paralympic Games.*

Sainsbury's Head of Sponsorship, Jat Sahota, said: "The launch of Sainsbury's Blind Football Game reinforces our commitment to make this the best Paralympic Games ever and provide our customers with the opportunity to really get behind the ParalympicsGB team. 

"We want to provide customers all across theUKthe chance to get involved with the Games, whether they are able to visit an event or just getting to grips with the game from home."

Notes to editors

* All customers spending over £50 in store, or £10 in convenience, will be provided with a unique code giving them the opportunity to win tickets to the Paralympic Games. Visit for full terms and conditions or to enter your code to win

London 2012

Sainsbury's is proud to be a Presenting Partner of the London 2012 Paralympic Torch Relay. Sainsbury's is committed to promoting a healthier, more active lifestyle for all, regardless of ability, and supporting the values of courage, determination, inspiration and equality on which the Paralympic Movement was founded. Sainsbury's will be using its partnership of the London 2012 Paralympic Torch Relay to engage and celebrate those who make a lasting difference in attitudes towards disability in the UK and create opportunities for change in disabled people's lives. Sainsbury's is the first ever Paralympic Games-only sponsor and this landmark commitment to the Paralympic Movement is the largest sponsorship ever of a Paralympic Games.

Sainsbury's 1m Kids Challenge

The Million Kids Challenge was announced in April 2011. The Million Kids Challenge was Sainsbury's initiative to get 1 million kids to try a Paralympic sport ahead of the London 2012 Paralympic Games. Open to schools (primary and secondary), clubs and organisations that registered with Sainsbury's Active Kids and received a Paralympic kit, the initiative reached 8,000 schools, clubs and organisations and over 2.4 million kids. Participating schools were eligible to win a visit from Sainsbury's Paralympic Ambassador David Beckham which was awarded to Vaughan Primary inWest Harrow.

Active Kids

David Beckham joins Ellie Simmonds as ambassador to Sainsbury's Active Kids campaign. Sainsbury's Active Kids was launched in February 2005, in response to growing concerns around children's activity and obesity levels. Active Kids has donated over £115 million worth of equipment and experiences to nurseries, schools, Scout and Guide groups, and Clubmark accredited sports clubs (or acceptable equivalent), can exchange for a variety of sports and activity equipment and experiences. 

Get Set

Get Set is the official London 2012 education programme for schools and colleges across theUK. It provides free learning resources for 3-19 year olds to find out more about the Games and explore the Olympic Values of excellence, friendship and respect, and the Paralympic Values of determination, inspiration, courage and equality. It also offers access to exciting prizes and opportunities through participation in competitions and partner programmes. There are over 17,000 schools and colleges registered with Get Set.

Sainsbury's 1 Million Kids Challenge is part of Get Set + and is featured within the Paralympic Games theme.

The Get Set network is the London 2012 reward and recognition scheme for the active community of schools and colleges across theUKthat are demonstrating a commitment to living the Olympic and Paralympic Values. Members of the network gain the right to use the London 2012 education logo, and are given priority access to the most exclusive prizes and opportunities. There are currently over 2000 members of the Get Set network.

All schools participating in Sainsbury's 1 Million Kids Challenge are eligible to receive even greater reward and recognition from London 2012 by joining the Get Set network.

Visit for more information 



About the article

  • Posted on: 18 July 2012
  • Type of article: Press release