The Paralympic Games, a series of events celebrated for showcasing the human spirit and the power to move beyond physical limitations, have historically been a beacon of inspiration.
The 2024 version in Paris, however, is also poised to become a big-time player in the advertising arena.
NBC Universal has reported a staggering 60% increase in ad buying for these games compared to the Tokyo 2020 Paralympics.
And while some of that can be attributed to a malaise in sports viewing during the pandemic, this surge, coupled with Toyota’s return as the presenting sponsor, seems to reflect a growing commercial appeal.
“Toyota is proud to return as the presenting sponsor of NBCUniversal’s coverage of the Paralympic Games Paris 2024,” said Mike Tripp, the Group Vice President of Marketing at Toyota.
“We are excited to watch our Team Toyota athletes, and this incredible gathering of elite competitors come together in Paris to strive for gold.”
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2024 Paralympic Games See A Spike In Interest
The Paralympic Games have always held a unique place in the sports world. It’s a showcase for incredible athletic achievements through perseverance.
This year, the commercial interest in the Paralympics has peaked, with advertisers recognizing the event’s potential to reach a broader audience. A more engaged audience, as you’ll see with the technological offerings NBC’s coverage will provide.
And the games are riding a high brought about by significant viewership numbers for the 2024 Paris Summer Olympics.
“Coming off of our highly successful Paris Olympic Games, we are thrilled to continue bringing world-class athletic competition to audiences across the country with the 2024 Paralympic Games,” Dan Lovinger, the President of Olympic and Paralympic Partnerships at NBC Universal, wrote in a statement.
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Television Coverage Of The Games
The 60% increase in ad buying isn’t just a number; it’s a testament to the event’s growing influence and the audience’s willingness to engage with brands that align with these values. But it’s also an interest buoyed with the help of the media.
NBC reports that they are offering over 140 hours of television coverage for the 2024 Paralympic Games through network broadcasts and streaming.
They are also offering features like Gold Zone and Multiview during the games, enhancing viewer engagement. Gold Zone provides viewers with live glimpses of various ongoing events, whereas multiview enables streamers to keep track of several live matches within one sport simultaneously.
These features received significant acclaim during NBC’s broadcast of the 2024 Summer Olympic Games.
The 2024 Paralympic Games in Paris promise an array of highlights, including Saturday’s lighting of the Paralympic Flame at Stoke Mandeville, the birthplace of the movement.
That flame will then be split into 12 others across France before converging in Paris.
The Games will feature 22 sports with 23 disciplines, showcasing over 549 events, with athletes from around the globe competing in iconic venues like the Eiffel Tower and Roland-Garros.