Channel 4 Sales has announced a partnership with Allianz and Toyota that will see them sponsor the Paris 2024 Paralympic Games. According to a news release, this collaboration includes extensive coverage across Channel 4, More 4, Channel 4 Streaming, and social media channels.
The partnership was brokered by Allianz’s media agency Mindshare UK and Toyota’s full-service agency T&Pm. Both agencies will manage the deal activation.
In addition to broadcast coverage, Allianz and Toyota will participate in Channel 4’s marketing campaign to raise awareness of the Games before they begin on August 28.
The Paris 2024 Paralympic Games will feature 4,400 athletes competing in 22 sports. Channel 4 plans to broadcast hundreds of hours of parasports content, including the opening and closing ceremonies, from a “state-of-the-art production centre” in Cardiff.
Rupinder Downie, Channel 4’s sponsorship and commercial partnerships leader, expressed excitement about the collaboration.
“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 looking forward to bringing the excitement of the Paris 2024 Paralympic Games to millions of viewers across the UK with the support of Toyota, Allianz, and ParalympicsGB,” he said.
Serge Raffard, managing director of Allianz's personal lines business, emphasised the significance of their sponsorship.
“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 said. “We’re long-term partners of ParalympicsGB and recognise and promote the amazing day-to-day performance of people of all abilities. This broadcast sponsorship is part of our wider strategic vision to bring more of our Allianz brand to the UK.”
Stuart Sanders, Toyota (GB) communications and product director, highlighted Toyota’s commitment to inclusive mobility.
“This is our second Games in a row partnering with Channel 4 for its Paralympics broadcast content, helping to ensure the competition is accessible to millions of people. This is an important element of our commitment to showcasing inclusive and sustainable mobility for all,” said Sanders.
Matt Hardy, partnerships director at T&Pm, and Emma Stears, client partner at Mindshare UK, both expressed their enthusiasm for the partnership and its potential to reach a broad and engaged audience.
The partnership includes programming sponsorship across various Channel 4 shows, social media sponsorship, Channel 4 Streaming integration, and direct sponsorship of Paralympics content on Channel 4 YouTube. The marketing campaign will feature the brands’ logos, building on Channel 4’s successful previous awareness campaigns for the Games.
Channel 4 is publicly owned and commercially funded, generating significant cultural, economic, and social impact across the UK. Channel 4 commissions content from the UK independent production sector, supporting thousands of jobs and businesses. Channel 4 launched its Fast Forward strategy in 2024 to become a digital-first public service streamer by 2030.
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