J Sainsbury Lifted Its Market Share Thanks To London Games Sponsorship

J Sainsbury has lifted its market share on the back of its high-profile sponsorship of the London '12 Games, according to REUTERS. Market researcher Kantar Worldpanel said that sales at Britain's third-largest grocer rose 5.6% in the 12 weeks to Sept. 30, increasing its share to 16.5% from 16.2% a year ago, as the group benefited from its advertising tied to the Paralympics. Kantar Dir Edward Garner said, "Among the big four supermarkets, the standout performance is from Sainsbury's. Its sponsorship of the Paralympic Games has clearly borne fruit." The findings will "not come as a surprise" as last week Sainsbury's beat forecasts for second-quarter underlying sales growth (REUTERS, 10/9).