Citibank focused its sponsorship efforts on the Paralympics since 2020 to stand out among consumer brands. Tina Davis highlighted the opportunity to create a distinct brand presence within the Olympic and Paralympic movement.
TV viewership for the Paralympics may be fewer than the Olympics, but it remains a significant event. Despite the viewer gap, NBCU reported over $1.25 billion in ad revenue for both Olympic and Paralympic Games.
Channel 4 in the UK revamped its sponsorship packages for Paralympic coverage due to a threefold increase in broadcast hours since 2012. The broadcaster now offers 'gold', 'silver', and 'bronze' sponsorship tiers to accommodate the extended coverage.
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