London 2012 organisers have signed up British supermarket Sainsbury's as the first sole sponsor of the Paralympics.

The supermarket will promote the Paralympics in its 850 stores.

Organisers declined to say how much the retailer would pay for the status of Tier One sponsor. But London 2012 chairman Sebastian Coe said organisers are pleased with how much money they are raising during what he called "the most challenging time since the 1970s to be host an Olympic Games."

Adidas, BP, British Airways, BT, EDF and Lloyds TSB all paid at least $60 million to sponsor the Olympics and Paralympics.

Coe added organisers will look for more Tier One sponsors for the Paralympics.(The End)