Channel 4, the official broadcaster of the Paris 2024 Paralympics, has revealed that Toyota and Allianz will sponsor its coverage of the multi-sport event.
The two corporations will co-sponsor Channel 4’s coverage of the athletic events via its linear TV channels, OTT platform, social media and digital platforms, and YouTube.
Notably, Allianz and Toyota have long been partners with the International Paralympic Committee (IPC) and the ParalympicsGB national sports body.
Mindshare UK and T&Pm, who work for Toyota and Allianz, respectively, secured the arrangement with Channel 4 ahead of the Paralympics, which will take place from August 28 to September 8, and the two agencies will handle the sponsors’ activations during the event.
Rupinder Downie, Channel 4’s Sponsorship and Commercial Partnerships Leader, said, “Our shared values will not only promote awareness of Paralympic sport but will also increase positive attitudes to disability more widely. More than 20 million tuned into our coverage of the 2020 Tokyo Games, and we’re looking forward to bringing the excitement of the Paris 2024 Paralympic Games to millions of viewers across the UK with the support of Toyota, Allianz, and ParalympicsGB.”
Serge Raffard, Managing Director of Allianz, said, “We’re thrilled to be part of sponsoring the Paris 2024 Paralympic Games coverage on Channel 4 again, following our support of the 2016 Rio Games. We’re long-term partners of ParalympicsGB and recognise and promote the amazing day-to-day performance of people of all abilities. This broadcast sponsorship is part of our wider strategic vision to bring more of our Allianz brand to the UK.”
Stuart Sanders, Toyota (GB) Communications and Product Director, said, “This is our second Games in a row partnering with Channel 4 for its Paralympics broadcast content, helping to ensure the competition is accessible to millions of people. This is an important element of our commitment to showcasing inclusive and sustainable mobility for all.”
T&Pm Partnerships Director, Marr Hardy, said, “The breadth of the partnership across the Channel 4 portfolio allows us to reach a large, engaged audience.”
Mindshare UK Client Partner Emma Stears, added, “Alongside reaching a huge audience across Channel 4’s wider marketing campaign, program sponsorship, and live coverage of the games themselves, this campaign will seamlessly encompass streaming and Channel 4’s social channels to reflect how modern audiences will choose to enjoy all the action from Paris.”
The news comes after Channel 4 claimed last week that it will stream every televised minute of the Paris 2024 Paralympics on its YouTube page.
Channel 4 will expand its long-standing cooperation with YouTube, providing up to 18 concurrent streams and more than 1,300 hours of programming from all events made accessible for live coverage by the games’ organisers.