IPC Rolls Out Short Film To Promote The Launch Of Its New ‘PARA SPORT’ Programme

IPC Para Sport 1

In the second week of May, the International Paralympic Committee (IPC) – the governing body of para sport and the international federation for multiple para sports – launched a new grassroots-to-high performance programme called ‘PARA SPORT’.


The initiative sets out to support National Paralympic Committees (NPCs) and International Federations by linking activities, events and organisations to help support people with disabilities through sport.


The initiative was promoted through an integrated, international campaign based around the PARA SPORT narrative idea that ‘It Starts With Sport’: which complements the IPC’s umbrella ‘Change Starts With Sport’ brand narrative which champions the transformational impact para sport has on people and on society.


Inspired by the journey of many para athletes and showcasing how sport can be the starting point to a richer life with new friendships and new opportunities, the hero ‘PARA SPORT’ film dropped on 11 May.


Conceived and created in harness with London-based creative agency adam&eveDDB, the video was narrated by British Para swimmer Alice Tai. It showcases the full breadth and depth of sporting participation: from grassroots first timers to multiple gold emdal winning elite athletes. The promo also emphasises that sport is not all about winning, but about new beginnings, friendships, participation and confidence and it seeks to demonstrate that wherever someone begins and wherever they are going, it starts with sport.



The film also introduces the new PARA SPORT visual brand identity – which incorporates the starting block (to focus on beginnings) – and the programmes other assets which were created by global brand agency Design Bridge and sonic branding agency MassiveMusic.


“The launch of PARA SPORT is a seminal moment as we show that sport can be a new beginning for everyone. It is fantastic for us to have platforms where elite athletes can impress the world with their medal-winning performances and encourage persons with disabilities to begin a journey in sport,” explained IPC President Andrew Parsons. “With PARA SPORT we see sport not only as what it means for performance, but what it can do to signal a new chance at life.​ Whether you are a beginner, an amateur already in Para sport or aspiring athlete, we believe that everyone deserves recognition and support in whatever competition they’re in, no matter their level. We want to ensure that sport is recognised for its impact on the wider community and not simply as an activity.”





The launch came hot on the heel of the official anno9uncement that the 2024 Para Athletics World Championships will be held in Kobe (Japan) between 17 and 25 May.






Comments are closed.

Covid-19 > A Sports Marketer’s Guide

C-19 > A Sports Marketer's Guide

Contact Us

Tel: +44 (0)20 8144 5345

Mob: +44 (0)7818 416 572


Posted by j.edwards No Comments