UK free-to-air broadcaster Channel 4, the official broadcaster of the Paris 2024 Paralympics, has announced car brand Toyota and insurance company Allianz will sponsor its coverage of the tentpole multi-sport event.
The two companies will jointly sponsor Channel 4’s coverage of the games across its slate of linear TV channels, its titular OTT platform, social media, and digital channels, and on the video streaming platform YouTube.
Allianz and Toyota are already both partners of the International Paralympic Committee (IPC) and the ParalympicsGB national sporting body.
Agencies Mindshare UK and T&Pm, employed by Toyota and Allianz respectively, brokered the deal with Channel 4 ahead of the Paralympics, which will begin on August 28 and finish September 8, and the two agencies will manage the sponsors’ activations around the event.
Rupinder Downie, sponsorship and commercial partnerships leader at Channel 4, stated that over 20 million people in the UK watched Chanel 4’s Tokyo 2020 Paralympics coverage, indicating the exposure brands such as Allianz and Toyota can stand to benefit from.
Speaking on the announcement, T&Pm partnerships director Marr Hardy stated: “The breadth of the partnership across the Channel 4 portfolio allows us to reach a large, engaged audience.”
Mindshare UK client partner Emma Stears meanwhile 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 announcement follows this week’s revelation that Channel 4 will broadcast every televised moment from the Paris 2024 Paralympics on its YouTube channel.
Channel 4 will enhance its long-standing partnership with YouTube, offering up to 18 concurrent streams and more than 1,300 hours of coverage from all the events being made available for live coverage by the games’ organizers.
