By Barry Janoff
April 26, 2012: Organizers of the 2012 Olympics have unveiled what was called a "record-breaking collection of rights holding broadcasters" that will air the Paralympic Games around the world.
The Paralympic Games will be held Aug. 29-Sept. 9 at the same venues in London as the Summer Games (July 27-Aug. 12).
According to the London Organizing Committee of the Olympic Games and Paralympic Games, a record $16.1 million will be generated from broadcast rights and the 2012 Paralympics in London will be the most-watched Paralympics ever.
According to Sebastian Coe, LOCOG chairman, “As the world’s second biggest multi-sport event, all eyes will be focussed on the Paralympic Games in London in 2012. Beyond how the commercial value of this package has raised the bar financially for the Paralympic movement, the fantastic broadcast coverage we have agreed will help us take advantage of this opportunity to inspire disabled people of all ages to take up sport and be a catalyst for continued change in public attitudes towards disability.”
Leading the broadcast partners will be the European Broadcasting Union, which includes 85 national media organizations in 56 countries across Europe and beyond, reaching a total audience of 650 million weekly.
Among the other key broadcast partners are the Japan Broadcasting Corp., Globo TV (Brazil), Sky Italia, Korean Broadcasting System and ABC Australia. Additional broadcast partners are expected to be named in the coming months.
International Olympic Committee worldwide partners for the 2012 Paralympic Games are Atos, Samsung and Visa. Among the 22 companies designated as official London partners or supporters for the Paralympic Games are Acer, adidas, BMW, BP, British Airways, Coca-Cola, Dow, GE, Omega, Panasonic, P&G and UPS.
An additional 30 companies have Tier Three status as official providers and suppliers.
"On the back of record breaking ticket sales, it is fantastic news that these deals will ensure that more people see the Paralympic Games than ever before," Sir Philip Craven, president of the International Paralympic Committee, said in a statement. "This is testament to the performances of the athletes who will come to London and put on something pretty special."
According to Craven, "The Paralympics is sport like never before and whether you watch them as a spectator or as a TV viewer you cannot help to be impressed and excited at the Paralympic spirit and the record breaking performances of the athletes.”