The Business of Paralympics

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London is preparing for the Paralympic Games that start next week. As the games become more popular, business is getting more interested. For the first time there is a sponsor doing only the Paralympics - and not supporting the Olympics. It's the British supermarket chain Sainsbury and its chief executive Justin King explains why. Liz Johnson, a paralympic medal winner and London hopeful sets out how the growing business interest is affecting the sport. Jane Jones of British Paralympic Association discusses the growing public interest. And then there is change of gear as regular contributor James Srodes reflects on the famous, or perhaps infamous Delorean sports car. (Image: Liz Johnson (right) poses with Sam Hynd as they display the medals they won in Beijing in 2008. Credit: Getty Images)