Partner Article

Can Paralympic fervour boost UK business reputations?

The Paralympic Games began with the opening ceremony on Wednesday night to kick-off what is set to be the biggest Paralympic event ever.

Perceptions that the Paralympics come secondary to the Olympic Games is a myth that London 2012 is trying to dispel.

This is an initiative that sponsors Sainsbury’s are seemingly putting themselves behind. All sponsors of the Olympic Games are also sponsors of the Paralympics, apart from one of the UK’s leading supermarkets, who is solely a sponsor for the Games beginning this week.

Have Sainsbury’s sought out a niche that boosts their reputation as a company that champions athletes that have overcome adversity?

The success of Paralympic athletes is a positive image that businesses can do well from, and the push behind the Games into the mainstream will have a knock-on effect by exposing business sponsors as backers to athletes with a disability.

Enthusiasm of the public behind the Paralympics, and full coverage of the event should be mirrored by businesses who back the Games that will be running for next 11 days, with 160 countries involved.

Is the Paralympics an event that you would put your business behind over the Olympics? Is the legacy of the event beneficial to the UK market?

This was posted in Bdaily's Members' News section by Miranda Dobson .