Sainsbury's to launch family-friendly festival

Supermarket chain Sainsbury's has unveiled plans for a summer music festival to highlight its sponsorship of the London 2012 Paralympic Games.

Sainsbury's to launch family-friendly festival
Sainsbury's to launch family-friendly festival

A first for the brand, Sainsbury’s Super Saturday will take place on Clapham Common on 10 September and is expected to attract an audience of 40,000 people.

Top UK acts Taio Cruz, The Saturdays and Chipmunk have been lined up to perform, with more acts to be announced shortly.

Visitors to the event will be able to try out Paralympic sports in a dedicated sports arena.

"Sainsbury’s Super Saturday is a completely new venture for us but one that we strongly believe will be a huge success. Not only does it form part of our ongoing commitment to support the Paralympic Games and promote a more active lifestyle for all in the run up to 2012 and beyond, but it will help raise the profile of the Paralympic Games," said Sainsbury's CEO Justin King.

The gig will be supported by Locog and Paralympics GB, with all profits going to the Paralympic Legacy Fund.

It will be held in association with Procter & Gamble with Channel 4, who won the rights to air the London 2012 Paralympic Games, showing highlights throughout the weekend.

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