Paralympic Brand and Sponsorship
Subject
Paralympic Games - Management ; Paralympic Games - Marketing ; Sports sponsorship ; Παραολυμπιακοί αγώνες - Διοίκηση και οργάνωση ; Παραολυμπιακοί αγώνες - Μάρκετινγκ ; Αθλητική χορηγίαKeywords
Sponsorship ; Paralympic Movement ; Paralympic GamesAbstract
The purpose of this study is to gain a deeper understanding of the Paralympic brand in
Canada and how the brand is leveraged by its sponsors and to increase the understanding of
the Canadian Paralympic Committee (CPC) as it relates to sponsor activation and motivations
to partner with the brand. The aim of the study is to contribute to the body of research on the
CPC brand and sponsorship and serves as a source of feedback on the brand from a sponsor
perspective. With the growth the Paralympic movement globally, and specifically to this case
in Canada, it is valuable to understand what the makes the sponsors partner with the CPC and
the benefits that they in turn gain from the sponsorship. The specificity of this research is to
also focus and highlight best practices of CPC sponsors within the sponsorship landscape in
Canada. The research questions that this study seeks to answer are: How is the Paralympic
brand perceived in Canada? What are the motivations behind sponsoring the brand? How do
sponsors activate around the brand? What are the strengths, weaknesses, opportunities and
threats (SWOT) of the Paralympic brand? The first question outlines how the Paralympic
brand is viewed in Canada from the perspective of the CPC, their sponsors and Paralympians.
The second question seeks to understand the reasons and motivations for the sponsors to
partner with the CPC brand and how they measure the success of their objectives. The third
question provides insight on the different ways in which the partners activate around the
Paralympic brand and how it is leveraged for their corporate objectives. The fourth question
seeks to evaluate the CPC brand and sponsorship platform to bring to light the strengths,
weaknesses, opportunities and strengths from the mentioned stakeholders.