The Olympic Games may have come to a close, but for some brand sponsors, the real excitement is just beginning with the upcoming Paralympic Games. Digiday recently spoke with three advertisers who see the Paralympics as a valuable opportunity to reach significant TV audiences, enhance their purpose marketing efforts, and maximize B2B hospitality opportunities.
One such brand sponsor is Citibank, which has made the Paralympics the centerpiece of its Olympic sponsorship strategy since 2020. Tina Davis, managing director of global sponsorships and marketing at Citibank, explained that focusing on the Paralympics allows the bank to stand out in a crowded field of consumer brands vying for attention during the Olympics.
While the Paralympics may draw a smaller share of viewers compared to the Olympics, they still represent a major TV event. In the U.S., NBCU reported over $1.25 billion in advertising revenue across the Olympic and Paralympic Games, indicating the significant commercial appeal of the Paralympics.
In the UK, Channel 4 has been a key broadcaster of the Paralympic Games since 2012, offering extensive coverage across linear TV, YouTube, and streaming platforms. The network has revamped its sponsorship offerings for the Paralympics, attracting more brand partners and enhancing the visibility of the event.
Citibank’s strategic shift towards the Paralympics has not only bolstered its external marketing efforts but also aligned with its internal values and mission. The bank’s media spend for this year’s Olympics has remained consistent, with a focus on TV advertising to reach a broad audience.
Another advertiser leveraging the Paralympics is Deloitte, which has run TV spots highlighting pioneering athletes at both the Olympic and Paralympic Games. The later timing of the Paralympics allows Deloitte to extend its client hospitality activities in Paris, showcasing its commitment to supporting elite athletes.
In the digital realm, brands like Bridgestone are prioritizing platforms like YouTube, Instagram, and LinkedIn to engage with audiences around the Paralympics. By shifting their media spend towards digital and social channels, Bridgestone is taking a more targeted and strategic approach to reach consumers.
Overall, the Paralympics offer a unique opportunity for brands to connect with diverse audiences, showcase their values, and support athletes with inspiring stories. As advertisers continue to explore innovative ways to engage with viewers, the Paralympics present a compelling platform for meaningful brand partnerships and impactful marketing campaigns.