SAINSBURY chief executive Justin King today signalled a change of focus in Olympic planning as he was confirmed as the Mayor's new appointment to the board of 2012 organising committee, Locog.

Mr King said he would steer clear of party politics,shift focus away from scrutiny of the 2012 budget and use his retail expertise to enhance the experience of spectators.

Mr King accepted the role as a director on the 16-strong Locog board after his predecessor, Carphone Warehouse boss David Ross, resigned amid controversy over his share dealings.

At the halfway stage between winning the bid and the start of the Games, Mr King stressed he and Boris Johnson had agreed to change the emphasis.

He said: "All our conversations have been about customer experience, how do we get it right for Londoners generally and spectators in particular. It's all been around the events, the opening and closing ceremonies, the ticket prices and the branding."

Mr King said he did not want to be seen as a political appointment.

He said: "Boris wants someone who can exert good ideas and experience rather than somebody just being a mouthpiece from a political point of view.

"David (Ross) was obviously political because he was a major supporter of a political party and inevitably the politics were what drove the discussion."

London-born Mr King, 47, joined Sainsbury's in 2004 from Marks & Spencer. His previous employees include Mars, Pepsi and Häagen-Dazs, whose sponsorship of the 1992 Barcelona Olympics took him to his first Games.

He said: "I've got a lot of experience in branding and marketing and that will be relevant to the way we present the Games.

"I know it grates with people when I use the word customer but that's what spectators will be."

There are concerns about whether Mr King can commit to the 2012 project - Mr Ross attended only one board meeting in six months.

But Mr King dismissed these, pointing out that he had not missed a board meeting of US retailer Staples since he joined two years ago.

He joins Locog as it seeks to raise the remaining third of its £650 million -£700 million sponsorship target in tough economic circumstances.

Sainsbury's was among the supermarkets linked with 2012 sponsorship but was unable to sign a deal because of complications surrounding existing exclusive contracts with existing Olympic sponsors such as Coca-Cola and McDonald's.

Mr King acknowledged that the sponsorship market is tough. He said: "The likely sources of sponsorship have a very significant challenge and we have already seen difficulties in Formula One and Premiership football where sponsors have gone.

"But the Olympics is a unique event and the opportunity does not come along very often."

The Mayor has also announced that businessman David Gregson would replace Mr Ross as chairman of his legacy board of advisers. He will advise on all aspects of legacy.

Mr Gregson is chairman of Phoenix Equity Partners, one of the UK's leading private equity groups.

Mr Johnson said: "These two men have distinguished careers and bring with them a wealth of experience."

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