The Paralympic games embody the values of humanity, the strength of diversity and determination. If your brand is looking for a blue ocean to enhance its inclusive and representative core values, it's time to put on the creativity goggles and dive in.

Channel 4 Sales is teaming up with the official partners of the International Paralympic Committee (IPC) and ParalympicsGB, Allianz and Toyota. This dual partnership deal sees the insurance and automotive giants sponsor the Paris 2024 Paralympic Games across Channel 4, More 4, Channel 4 Streaming and social channels.

Focus on partnership opportunities

Since securing the UK rights to cover the Paralympics in 2012, Channel 4 has been credited with transforming the profile of the Games as well as being integral playing a key role in positively shifting public perceptions around elite Parasport and disability more widely. This latest collaboration with YouTube will boost the reach of Channel 4’s coverage, making the Games even more accessible to UK audiences.

Channel 4's YouTube Sports channel attracts all ages. These users also show high affinity with brands, presenting partnership opportunities. For example, it saw the likelihood of using the Revolut bank platform increase nearly fivefold for those aged 25-34, and an even greater increase for Swedish furniture brand Ikea’s digital platforms amongst those aged 35+.

Measuring impact with Digital & Social metrics

The broadcaster’s collaboration with YouTube allows Channel 4 to break down digital barriers and penetrate previously inaccessible geo and demographics.

Pete Andrews, Channel 4’s Head of Sport, said: “We’re thrilled to have teamed up with YouTube so audiences will have more ways to watch the Paralympians when they take centre stage at Paris. We know how popular YouTube is with the younger audience and it’s this sort of partnership and innovation that will help promote the Paralympics to people of all ages all across the UK.”

Supporting the Paralympics not only reinforces your company values with amplified visibility but also boosts opportunities for wider Digital & Social audience. Brands can benefit from detailed digital and social coverage. Metrics like unique visitors, duration per individual, and social engagement (likes, comments) will demonstrate the true impact.

On top of that, with Social Incremental – a unique, deduplicated audience footprint across desktop, mobile, and social platforms – the digital consumer-centric measurement is assured.

Want to know how digital and social metrics can boost your marketing strategy? At Comscore, we help brands and publishers to understand their own and their competitors' reach.