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Marketing and Sponsorship at the Paralympic Games

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Managing the Paralympics

Abstract

The Paralympic Games have grown to become the second largest multi-sport event in the world behind only the Olympic Games (Misener et al. 2013). This growth can be demonstrated through the lens of the London 2012 Games, which saw most of the events sold out as part of a record 2.7 million attendance figure, compared to the 1.5 million who attended the 1992 Games in Barcelona. In terms of social media activity and online traffic, the word “Paralympic” has also seen growth with 1.3 million tweets and the official website receiving 25 million visits during the 12 days of the London 2012 (IPC 2016a).

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Author information

Authors and Affiliations

  1. Mount Royal University, Calgary, AB, Canada

    David Legg

  2. Mount Royal University, University of Ottawa, Ottawa, ON, Canada

    Mark Dottori

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  1. David Legg
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  2. Mark Dottori
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Editors and Affiliations

  1. Cosmopolitan Civil Societies Research Centre, UTS Business School, University of Technology Sydney, Sydney, Australia

    Simon Darcy

  2. Australian Centre for Olympic Studies, UTS Business School, University of Technology Sydney, Sydney, Australia

    Stephen Frawley

  3. UTS Business School, Australian Centre for Olympic Studies UTS Business School, Lindfield, Australia

    Daryl Adair

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Legg, D., Dottori, M. (2017). Marketing and Sponsorship at the Paralympic Games. In: Darcy, S., Frawley, S., Adair, D. (eds) Managing the Paralympics. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-137-43522-4_12

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