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Centre of Attention How the Paralympics Are Gaining Ground in Sponsorship and Broadcasting

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OFFICIAL MAGAZINE OF THE PARALYMPIC MOVEMENT ISSUE NO. 1 | 2012 www.paralympic.org Centre of Attention How the Paralympics are gaining ground in sponsorship and broadcasting RZ_Paralympian_01_2012_title_final.indd 1 26.03.12 14:16 PRESIDENT’S MESSAGE PRESIDENT’S MESSAGE “A cumulative TV audience in excess of 4 billion people is set to 89 watch the London 2012 Paralympic Games, and this edition looks skiers competed in closely at the growing appeal of Paralympic Sport to broadcasters this season‘s IPC Alpine Skiing World Cup and the benefi ts this has in terms of commercial revenue.” Welcome to the fi rst edition of The Paralympian of give visitors more videos, photos and news about 2012, a year that promises so much for the Para- their favourite athletes, and this issue we take a lympic Movement with the London Games fast look at some of the new pages. approaching. IPC International Partner, Allianz, also tells us about A cumulative TV audience in excess of 4 billion peo- its ‘Believe in Yourself’ section on the new website, ple is set to watch the London 2012 Paralympic whilst Ottobock reveals details about an exciting Games, and this edition looks closely at the growing schools project they have launched. appeal of Paralympic Sport to broadcasters and the benefi ts this has in terms of commercial revenue. NPC Hungary, which hosted an IPC Governing Board in Budapest last year, is our NPC Profi le this IPC Governing Board member Andrew Parsons edition whilst the USA women’s Sitting Volleyball gives us an insight into the success of the Brazil- team feature in our Team Profi le. ian Paralympic Committee’s proactive media stra- tegy which has led to more TV coverage than ever The winter in the northern hemisphere has seen a before for Paralympic Sport in Brazil. As a result, lot of snow sport competition and we look back at sponsorship income has increased by 1,000 per the best events in our Sport Review section. We also cent in the last eight years. Armed with extra money look ahead to May’s London 2012 Test Events, the to invest in athlete development programmes, BT Paralympic World Cup and June’s IPC Athletics Brazil has started to rise up the medal tables, an European Championships. encouraging sign for them ahead of Rio 2016. Looking even further ahead we report on the It is not just the larger National Paralympic progress for London, Sochi and Rio, the host cities Committees that are implementing successful of the next three Paralympic Games. media strategies, however. NPC Namibia also tells us about the success it has had in increasing media In the Medical and Science section anti-doping exposure. is explained with the help of world champion Irish para-cyclist Colin Lynch and IPC Athletes’ Council With London 2012 very much on the agenda, this member Kate Rogowiec. and the next edition of The Paralympian, look closely at all 20 sports that will be played in the Finally, we bring you all the latest news from around British capital. We will inform you about the sport, the world and pick out the key points from last ticket availability and which athletes and teams December’s IPC General Assembly in Beijing, China. are the ones to watch between 29 August and Enjoy the magazine. 9 September. Ones to Watch is also one of the many new features on the new look IPC website www.paralympic.org which was launched around the time of 200 days to go until London 2012. Designed and developed Sir Philip Craven, MBE by IPC worldwide partner Atos, the new site aims to IPC President Switzerland’s Christoph Kunz won three gold and two silver medals in the men’s Giant Slalom Sitting to take the overall World Cup trophy CONTENT ISSUE NO. 1 | 2012 Enjoy this edition of “The Paralympian” – the offi cial award-winning magazine of the Paralympic Movement! FOCUS ON BROADCASTING AND 06 TEAM PROFILE 30 SPONSORSHIP 2200 See what the USA women’s Sitting Volleyball team has to say ahead As London 2012 approaches, we take a look at how the Paralympic of London 2012 Movement is becoming a more commercially attractive proposition MEDICAL & SCIENCE 32 NEW IPC WEBSITE 12 A focus on anti-doping, including a quiz and interview with Irish world Paralympic.org has had a face-lift, and here is a look at some of its champion para-cyclist Colin Lynch new features SPORT REVIEW 34 PARTNERS & PATRONS 14 A winter sport round up of Alpine Skiing, Nordic Skiing and Wheel- Ottobock hands out some of its gadgetry to schools and Allianz gets chair Curling plus Athlete of the Month and more involved with the new IPC website SPORT PREVIEW 38 NPC PROFILE 16 A look ahead to up-coming events including BT Paralympic World NPC Hungary talks about its big ambitions for the future Cup, IPC Athletics Euros and London 2012 Test Events FUTURE GAMES 18 EDUCATION & DEVELOPMENT 40 Find out the latest on London 2012, Sochi 2014 and Rio 2016 London 2012 gears up for World Sport Day and Sir Philip Craven receives the 2012 GSD Humanitarian Award SPORT PROFILES 20 PARALYMPIC MOVEMENT 42 A look at 10 of the sports for London 2012, with the other 10 to follow in the next edition A fi nger on the pulse of the Paralympic Movement around the world IPC CONFERENCE AND 1122 GENERAL ASSEMBLY 44 3377 A look back at what happened at December’s 2011 IPC Conference and General Assembly in Beijing, China 3322 3344 www.twitter.com/paralympic www.facebook.com/ParalympicGames www.youtube.com/ParalympicSportTV www.paralympic.org 06 FOCUS ON BROADCASTING AND SPONSORSHIP FOCUS ON BROADCASTING AND SPONSORSHIP 07 Out of the Shadows and into the Limelight Media coverage of Paralympic Sport in recent years has grown signifi - cantly. The London 2012 Paralympics are expected to accumulate four billion TV viewers from around the world. In addition, 6,000 media representatives will be reporting on the Games from the British capital. Increased media coverage makes the Paralympic brand more attrac- tive to sponsors and many National Paralympic Committees are developing their own media strategies to capitalize on this interest. Daniel Dias arriving from Beijing in 2008 to be greeted by Brazil’s media 08 FOCUS ON BROADCASTING AND SPONSORSHIP FOCUS ON BROADCASTING AND SPONSORSHIP 09 Tiago Barbosa BBRAZILRAZIL leading the race at one of Brazil’s most Sydney Athens Beijing important national 2000 2004 2008 events, with sponsor Loterias Caixa in Gold 61416 the backdrop Silver 10 12 14 Bronze 6717 Final position 24 14 9 Sports entered 91217 Athletes competing 64 98 188 Terezinha Guilhermina (fastest visually impaired athlete in the world) in a press conference at the 2011 IPC Athletics World Championships in New Zealand 2011 rior to the Athens 2004 Para- sending their journalists to Athens. In fact Out of the shadows “We’re fi nally getting to where we wanted to be at the beginning. lympic Games, the work of the they did not want to pay for anything. Brazilian Paralympic Committee Thanks to the strategy, Brazilian TV broadcast The TV channels are buying the rights because they see the value was “ completely ignored by In response, the Brazilian NPC bought TV 168 hours of live coverage and news from the P society” according to its President Andrew rights to the Athens Games, hired a produc- Athens Games, where the team won six gold in the Paralympic Games.” Parsons, leading to problems in attracting tion company, and gave 13 Brazilian TV sta- and one silver medal. and activating sponsors. tions everything for free. They even paid for all journalists’ expenses to fl y to Greece to “Because of initiatives like this, people Full circle New Zealand, it paid The Brazilian NPC decided the best way to cover the Games. recognized the Brazilian NPC as a very for journalists to attend change this and raise the profi le of Paralym- young, dynamic, fun and creative organi- The Brazilian team’s performances at Para- and cover the event, pic Sport in Brazil was to get on TV. Sounds expensive, doesn’t it? zation, delivering high quality services to lympic Games and other major Champion- covering all expenses. the athletes and achieving sporting excel- ships has also improved dramatically in recent “Media strategy is fundamental. In the end, At fi rst the NPC’s membership was skeptical lence,” stated Parsons. years, a consequence of athletes benefi ting “At fi rst it was quite a we need revenue and funding for our sport at such a radical approach. from greater investment from the NPC and diffi cult exercise, be- programmes – whether high level or develop- By raising the NPC’s profi le and drawing Federations, who in turn are receiving greater cause our media had ment. If you’re not in the media, if people are “We were 100 per cent sure this was the way attention to Parlaympic success, the NPC fi nancial support from sponsors. a diff erent perception not aware of what you do, the sponsors will to go, but it was hard to convince people. increased sponsorship revenue from one of Paralympic Sport. have no interest in associating themselves Some of our members said, you’re taking million Reals (US$ 340,000) in 2004 to R$ 3.4 TV Globo, one of Brazil’s most popular TV They never thought it with the NPC,” explained Parsons, who was money out of the sports side to invest in this,” million (US$ 1.46 million) the following year. channels, has also recently purchased the was an elite sport,” said convinced that as soon as people saw Para- said Parsons.
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