Going places

The GIST: Today, Paris begins its hosting duties once again, this time for the 2024 Paralympic Games. While both the Olympics and Paralympics showcase athletes on the world’s greatest stage, only the Olympics have historically benefitted from comprehensive investment — something media partners like NBC, sponsors like Toyota, and Paralympians are hoping to change.

NBC: Although the Paralympics began in 1960, media companies have only recently begun to close the coverage gap. NBC first signed on for Sochi 2014, followed by 70+ hours of televised Rio 2016 coverage. The company profoundly expanded its offerings for Tokyo 2020 with over 200 hours of TV content, 1K hours of Peacock streaming, and its first-ever primetime Paralympic coverage.

• This year is even better. Like it did with the Olympics, NBC is leveraging Peacock by offering over 1.5K hours of live content across all 22 Paralympic sports. Plus, the network is sending on-site broadcast hosts to the Paralympics for the first time — three of which will be NBC’s first hosts with disabilities.

Toyota: NBC is also making it easier for brands to activate around its Paralympic coverage by opening up ad access through direct and programmatic sales. This move enticed a record number of new partners and 60% more sales compared to Tokyo, and loyal Paralympic partners like Toyota are back for more in 2024. Like nothing else.

• Toyota became the official Olympic and Paralympic mobility partner in 2015 before sponsoring NBC’s Paralympics coverage in Rio and Tokyo, which it then renewed for Paris. While Toyota has provided cars and grants to support Paralympians, the car brand distanced itself from Olympic sponsorship in 2021 and 2024.

Social media: As mentioned on Monday, the official International Paralympic Committee (IPC) TikTok has over 4.5M followers, including 250K from the past two weeks alone. The account’s edgy vibe is paying off — according to IPC chief brand officer Craig Spence — and so is another viral social campaign where Paralympians remind the world they’re competing, not participating.

Zooming out: The rapid investment growth around the Paralympics illustrates a similar phenomenon we’ve seen in women’s sports: Media rights are key. With NBC expanding its coverage over the last few Games, the network has built up to record advertisers and a valuable relationship with Toyota.

• And like women’s sports, the Paralympics have benefitted from the democratizing nature of social media in connecting fans to content. Brands and advertisers should lean in, especially since younger fans strongly support a level playing field: 82% of Gen Z consumers are more likely to buy from brands that champion equality. Fair play.

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