Channel 4 Locks In Two Paralympic Sponsors
Channel 4 has announced new partnerships with Allianz and Toyota, with the two organisations sponsoring UK coverage of the Paris 2024 Paralympic Games.
The dual partnership will cover all broadcasting across Channel 4’s free-to-air terrestrial channel, Channel 4 Streaming, and social media.
The deal strengthens Allianz and Toyota’s connection to the Games. The insurance and automotive giants are already official partners of the International Paralympic Committee (IPC) and ParalympicsGB.
Alongside Channel 4’s broadcast coverage, Toyota and Allianz will also form part of Channel 4’s ‘marketing campaign to drive association with the Games before the Paralympic flame is even lit in Paris.’
Toyota’s full-service agency T&Pm and Allianz’s media agency Mindshare UK negotiated the partnerships and are responsible for managing the deal activation.
Rupinder Downie, Sponsorship and Commercial Partnerships leader, Channel 4, said, “We are thrilled to be partnering with Toyota and Allianz to bring audiences the Paris 2024 Paralympic Games. 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 really 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 Personal Lines Business, added, “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. What’s exciting for current and future customers is that we’re leveraging the scale of the Allianz brand to show how our global strength and depth of experience can help secure people’s futures. We have an exciting summer ahead and our role as Worldwide Insurance Partner of the Olympic and Paralympic Games will help further build Allianz as a trusted household name.”
Stuart Sanders, Toyota (GB) Communications and Product Director, Toyota, commented, “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, not just those fortunate enough to be attending in person. This is an important element of our commitment to showcasing inclusive and sustainable mobility for all, through our sponsorship of the Games as worldwide mobility partner of the International Olympic Committee and the International Paralympic Committee.”
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