It’s a pretty safe bet that a large portion of the six million

Will Sponsors Embrace the Paralympics

buy canada goose jacket Even before canada goose outlet online uk the men’s 100m final began at the Olympic stadium in London on Thursday night, tens of thousands of sports fans were chanting for the canada goose outlet black friday sale home crowd favorite, 19 year old Jonnie Peacock. Less than 11 seconds later, the stadium nearly erupted as the British Paralympian sprinter outpaced champion Oscar Pistorius, crossed the finish line arms pumping, blade flashing and won the gold medal. Chants canada goose factory outlet of “Pea cock! Pea cock! Pea cock,” filled the air. It’s a pretty safe bet that a large portion of the six million viewers who tuned into the race on canada goose outlet germany television across Britain were also sharing in the crowd’s exuberance. buy canada goose jacket

Canada Goose canada goose outlet ottawa Parka Though it’s hardly surprising that scores of Britons were cheering for Peacock’s awe inspiring performance, it should be canada goose outlet vancouver a wake up call to broadcasters and corporate sponsors who’ve been notoriously slow to embrace the Paralympics. While the Olympics receive seemingly exhaustive coverage from the global media, much of canada goose outlet that focus drops off for the Paralympics, which takes place weeks later. Olympic athletes routinely become household canada goose outlet woodbury names through brand sponsorships and prolific media coverage, but Paralympians are largely ignored. canada goose outlet store uk Canada Goose Parka

canada goose store At first glance, the Paralympics should be the easiest event in the world to promote: every four years some of the world’s most phenomenal athletes compete against one another in mind boggling feats of strength and will, after overcoming some of the most devastating, heart wrenching, worst case scenario tragedies imaginable. This year NBC, who has the rights to canada goose outlet mall the Games, isn showing any live coverage at all and will only broadcast four one hour long segments of the Paralympics in total. Compare this with the hundreds of hours of coverage they devoted to the Olympic Games and it’s hard not to cringe. canada goose store

canada goose The way individual athletes are treated is also noticeably different. Sure, Jonnie Peacock is now a household name in Britain, but he only became so recently. And for much of the world, simply naming a Paralympian save for Oscar Pistorius, canada goose parka uk who ran in the Olympic Games as well would likely be a struggle. But athletes who competed in the Olympic Games, like Team GB Jessica Ennis or Victoria Pendleton, became recognizable figures months ago as corporate brands eagerly snatched them up for ad campaigns. canada goose

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Canada Goose canada goose outlet in toronto Jackets In Britain, broadcasting rights to the Paralympics were granted to Channel 4, which seized on the opportunity to promote the event like never before. “Many UK viewers had not actually seen the Paralympics before, certainly not in mainstream numbers,” says Dan Brooke, the chief marketing and communications officer for Channel 4. “So not only did we have to canada goose outlet washington dc put the Paralympics on the canada goose jacket outlet toronto map, but we had to reposition it.” The public broadcasters launched a mutli platform campaign that included social media, billboards that cheekily read for the warm up newspaper editorials, TV spots, online videos and one simply sublime commercial. Canada canada goose outlet online reviews Goose Jackets

Canada Goose canada goose outlet montreal Outlet The effort paid off. In addition to the six million viewers the broadcaster pulled in for Peacock’s victory, Channel 4 has also reportedly drawn record numbers of viewers almost every night since the Paralympics began; the ratings for the event’s opening ceremony were highest they’d been in ten years. importantly, Brooke adds, have been telling us that attitudes to people with impairments have been changing in one really enormous, bounding leap. And that, for canada goose outlet toronto a public broadcaster like ourselves, is exactly the kind of thing we were put on earth to do. The massive supermarket chain Sainsbury bid to be Paralympic only sponsors, rather than act as sponsors for both sets of canada goose shop uk Games. Jat Sahota, the company head of sponsorship, said that they were keen to jump on board as sponsors of what they predict is a growing event. we waited for the Paralympics to become big, that canada goose outlet london be the wrong attitude, he said. wanted to help them become big. Schafer of the International Paralympic Committee (IPC) explains that while there still a long way to go when it comes to promoting the Paralympics and marketing the Games, accomplishing the task will be a three way effort between the organizing committees, the corporate sponsors who provide funding and the media. “It’s a constant dialogue,” he says, adding that the IPC is a canada goose outlet new york young organization, created only in 1989, and it still continually trying to build the Paralympics.”But I think we have to take it step by step. It’s just sometimes you realize that this progress isn’t as quick as some people would wish.” Canada Goose Outlet

canada goose coats on sale But he has high hopes for Sochi 2014 and Rio 2016, the homes of the next Winter and Summer canada goose outlet eu Games, respectively. If this summer Games are any indication, he feels the Paralympics are headed in the right direction. “I think it’s fantastic to see here in London that we really got it right, we really got it going.” canada goose coats on sale.




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