Raising the Bar: The Success of the 2024 Paris Paralympics...
The Paris 2024 Paralympics has set the bar for disability sport, demonstrating significant commercial value and global appeal...
Happy new week!
The 2024 Paris Paralympics wrapped up an unforgettable summer of sports, delivering two weeks of thrilling competitions and record-breaking performances until the very last day. Around 4,400 athletes from 184 nations came together, providing a spectacular showcase of athletic prowess and competition. With 2.5 million tickets sold and unprecedented broadcast coverage, Paris 2024 has set a new standard for disability sport, demonstrating significant commercial value and global appeal.
The idea of merging the Olympics and Paralympics is frequently discussed, but there are important reasons for keeping them separate. On June 19, 2001, the International Olympic Committee (IOC) and the International Paralympic Committee (IPC) signed an agreement to protect the organisation of the Paralympic Games. This agreement guaranteed that from the 2008 Beijing Games onward, the Paralympics would always be held shortly after the Olympics, using the same venues, facilities, and athletes’ village, with covered entry fees and travel costs.
“The Paralympic Games are a unique time to celebrate Paralympic athletes. It’s their moment! If the two events were merged, these athletes’ exceptional performances would be normalized or drowned out when they deserve our full attention.” Andrew Parsons, President of the IPC
The Paralympics has seen growing interest, partly fuelled by its edgy and unique TikTok presence. With 4.7 million followers, the Paralympic TikTok account offers content that sparks conversation with its unapologetic portrayal of life as a disabled athlete—the good, the bad, and the hilarious. This approach has resonated with many, blending humor with education to engage a broad audience.
The account is managed by a team of four individuals in their 20s and 30s, three of whom have disabilities, including two former Paralympians. Craig Spence, Chief Brand and Communications Officer of the IPC, highlighted their mission: “The content is engaging and educating people about the challenges that our athletes face, not just in sport, but in their everyday lives.” This authentic and relatable content strategy has been crucial in providing the exposure to Parasport that many lacked in their youth.
The success of the Paris 2024 Paralympics has showcased elite sporting excellence and much more. The Games champion inclusion, disability rights, and a lasting legacy of social change. The increased ticket sales and broadcast coverage underscore a growing commercial interest, reflecting the Games’ rising profile and impact.
Looking ahead, the Paralympics hold immense potential to further drive social change and promote inclusivity. Paris set the bar for the future Paralympics to follow. It set a high standard for future Games, highlighting the extraordinary capabilities of Paralympic athletes and the importance of celebrating their achievements on a global stage. The continued growth and innovative promotion of the Paralympics promise a bright and inclusive future for sports and society alike.