Virgin Media Becomes Paralympics Partner
Virgin Media has been announced as a gold tier partner of the British Paralympic Association (BPA).
As part of its new partnership, Virgin Media commissioned research which showed that Paralympians topped a poll of the most inspirational athletes for children and young people at 31%, ahead of footballers (9%) and rugby players (5%).
The partnership also looks to shift perceptions of disability and encourage the nation to ‘#BeFearless’, inspired by the Paralympic athletes. The research found Paralympians are considered to be the most fearless athletes (31%), compared to rugby players (18%) and footballers (4%). In contrast, the findings show that 60% of UK adults describe themselves as being risk-averse, with 69% saying people are scared of the consequences of taking risks.
Tom Mockridge, CEO of Virgin Media, said: “This is a very proud moment for everyone at Virgin Media. We’re supporting our sensational Paralympians whose mindset and attitude – Be Fearless – is inspiring. We can’t wait to see our incredible athletes unleash their potential in PyeongChang.”
Tim Hollingsworth, chief executive of the BPA, commented: “With the PyeongChang 2018 Winter Paralympic Games just days away it is a wonderful boost to be able to announce this exciting new partnership with Virgin Media.
“We know ParalympicsGB athletes are amongst the most inspirational and the most fearless figures in public life and their success can have a real impact by challenging perceptions of what disabled people can achieve.”
The ParalympicsGB team will begin competing at the Paralympic Winter Games in Pyeongchang from Friday 9th March.
