International Paralympic Committee (IPC) partners Allianz and Toyota are teaming up to sponsor the Paris 2024 Paralympic Games across Channel 4 programming.
The partnership move will see the insurance and automotive giants sponsor the coverage of the games across Channel 4, More 4, Channel 4 Streaming and social channels.
Toyota’s full service agency T&Pm and Allianz’s media agency Mindshare UK have negotiated the partnerships, with both responsible for the deal activation.
T&Pm partnerships director Matt Hardy said: “The breadth of the partnership across the Channel 4 portfolio allows us to reach a large, engaged audience and showcase Toyota’s ongoing commitment to mobility as a source of inspiration.”
Channel 4 is set to broadcast 100s of parasports as well as the opening and closing ceremonies, with games viewable across Channel 4, More 4, Channel 4 Streaming and social channels from 28 August to 4 September.
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“We are thrilled to be partnering with Toyota and Allianz to bring audiences the Paris 2024 Paralympic Games,” said Channel 4 sponsorship and commercial partnerships lead Rupinder Downie.
“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 games to millions of viewers across the UK with the support of Toyota, Allianz and Paralympics GB.”
Allianz personal lines business managing director Serge Raffard 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.”
He also said that the sponsorship is part of the firm’s strategic vision to help “further build Allianz as a trusted household name” in the UK.
