Para-Sports 2016

THE RISE OF PARA-SPORTS, THE GROWTH OF THE PARALYMPIC GAMES AND THE OPPORTUNITIES FOR FANS AND BRANDS

Nielsen Sports’ latest report examines not only the rising interest in the Paralympics, its growing status as a media product and how the Games already works for partners, but also notes the opportunity it provides to change attitudes – and, critically, what that might mean for current and future para-sports sponsors.

By almost any measure, London 2012 was the most successful Paralympics yet, building on another successful summer Games in Beijing four years earlier: more viewers, more recognition for athletes and more interest in para-sports. That has also stimulated new commercial opportunities for brands at either a global or national level, a chance to associate themselves with great athletes, growing profiles, and events that are growing in stature.

But the Paralympic Games is about more than sport, and it is here where the International Paralympic Committee believes it has its unique selling point: as London 2012 showed, the Games can be a driver of social change that goes far beyond a stadium, helping to shift attitudes towards those with an impairment.

There is much work still to be done around the world to further increase awareness of and interest in para-sport but at a time when many brands are seeking to attach themselves to social causes, the opportunity around the Paralympic Games is undeniable.

THE GROWTH OF THE SUMMER PARALYMPIC GAMES

The London 2012 Paralympic Games may have been a sporting and organisational triumph but it also succeeded in changing attitudes towards disability and those with an impairment.

 

Growth of Summer Paralympic Games - TV audience - spectators

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EXPERT VIEW: Glenn Lovett, President Global Strategy, Nielsen Sports

“Over the past decade or so the Paralympic Games has established itself as a major sporting event in its own right. It is about more than sport, and it is here where the International Paralympic Committee believes it has its unique selling point: as London 2012 showed, the Games can be a driver of social change that goes far beyond a stadium, helping to shift attitudes towards those with an impairment. There is much work still to be done around the world to further increase awareness of and interest in para-sport but at a time when many brands are seeking to attach themselves to social causes, the opportunity around the Paralympic Games is undeniable”.

Awareness of para-sports 2016

The success of London 2012 propelled the Paralympic Games into a new era of viewership and media coverage. Since then, the IPC has begun to bundle broadcast agreements, with broadcasters encouraged to sign up for Sochi 2014 and Rio 2016. While Channel 4’s UK coverage of the Paralympics and other para-sport events since 2012 has won plaudits, the IPC has trialled other broadcast models in other markets.