July 19 - Sainsbury's, the Tier One Partner of the London 2012 Paralympic Games, has launched the world's first online simulation of blind football which features their Sainsbury's Active Kids ambassador David Beckham.
The online game of the Paralympic sport allows players to experience the feeling of participating in the highly skilled game of blind football by undertaking a series of challenges.
These include learning how to pass, tackle, dribble and score while relying on the sounds rather than sight as 3D sound gives players an immersive game experience.
Last November, the former England captain featured in a short Sainsbury's campaign film where he took part in blind football for the first time with the ParalympicsGB blind team.
In the film, Beckham (pictured above, right) is blindfolded and coached through a set of drills by England blind football captain Dave Clarke (pictured above, left).
The launch of the game coincides with a second announcement that Sainsbury's is providing customers across the Britain with the opportunity to win tickets to the Paralympic Games through an in-store promotion and online competition.
"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," said Sainsbury's head of sponsorship Jat Sahota.
"We want to provide customers all across the United Kingdom the 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."
The online game was designed by content agency Drum and independent digital agency Chunk, and has been launched by Sainsbury's in conjunction with London 2012 host broadcaster Channel 4.
The game will be hosted on a dedicated Sainsbury's microsite here.
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June 2012: David Beckham pays surprise visit to Sainsbury's Million Kids Challenge winning school
November 2011: Sainsbury's launch first London 2012 Paralympic campaign featuring Beckham
November 2011: David Beckham to be new face of Sainsbury's for London 2012