Next year, as I'm sure you know, London will host the Games of the XXX Olympiad and the XIV Paralympic Games.
As they get nearer, the various sponsors and partners of both the Olympics in general and London 2012 in particular are increasingly promoting the games and their connection to them. Some, like Lloyds TSB, are even incorporating the 2012 Olympic logo in their branch fascias!
Many of the principal sponsors are supporting both events, the organisation of which is being fully integrated for the first time. That said, a number of these are choosing to only, or at least mainly, display the Olympic version of the logo on their paperwork, vans and websites. That's why I found it refreshing on Friday to note that my local branch of Sainsbury's had the Paralympic prominently displayed in their window.
A little detective work (O.K., a visit to their website) reveals that they are the first ever Paralympic only sponsor. Aside from the games sponsorship, they are also sponsoring Channel 4's coverage of Paralympic sports.
So, hats off to Sainsbury's for raising the profile of the Paralympics.