The Paris Paralympics were the “greatest ever” according to one former IOC marketing executive while another told AFP it “delivered in spades” the thing that people relate most to in sport – emotion.
Mainly packed stadia, iconic venues and the feelgood factor derived from the Olympics that came before them turned the Paralympics into a festival of sport, according to Michael Payne, a former head of marketing at the International Olympic Committee.
Its counterpart the International Paralympic Committee can breathe a sigh of relief aft er Rio was widely criticised for its hosting in 2016 and the Tokyo edition was deprived of spectators due to Covid restrictions.
“Paris built on the magic of the Olympic Games and delivered a spectacular Paralympic Games – to my mind the greatest ever,” Payne said.
“All the ingredients that made the Olympics so special have been carried forward to the Paras, delivering an incredible atmosphere.”
His fellow former IOC marketing executive Terrence Burns said in his 30-plus years of experience of Paralympics there was no comparison “in both fan and commercial interest.”
“In so many ways I believe the Paralympics are truly coming into their own as a separate yet complementary ‘product’ from the Olympics,” Burns said.
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
'Musica' headed for SA
Cruising is just lekker. There is no other word or phrase that would really do it justice, hyperbole aside.
Museum of military history
Symbolic home of soldiers and veterans worldwide
Camping ain’t for sissies
It enriches, yes, but sometimes leaves you poorer
Boks are fully loaded
ERASMUS: NOT SCARED TO FLIP BACK TO HIS 7-1 BOMB SQUAD BENCH SPLIT
India draw first blood
Turning out against the global champions for the first time since they were edged in their memorable battle in the T20 World Cup final earlier this year, the Proteas stumbled again last night as they were completely demolished by India in the first of four T20 Internationals in Durban.
Make-or-break for Bok five
The Springboks get down to business tomorrow in their opening game of their end-of-year-tour against Scotland at Murrayfield in Edinburgh and they will be gunning to get off to the best possible start. They will be eager to cap a magnificent year with a clean sweep on their tour to the UK. Ross Roche looks at a quintet of players that will be eager to seize their chance to impress on tour.
Some game-changing boxes still left for coach Rassie to tick
The Springboks take on Scotland, England and Wales over the next three weekends in Edinburgh, London and Cardiff respectively.
Jones wary of Dupont 'threat'
Evolving France face Eddie Jones' struggling Japan in the a November international today with superstar Antoine Dupont (above) making his first 15-a-side appearance for the hosts in more than a year.
Drafting Suaalii was never a risk
WALLABIES: FACING ENGLAND IS A HUGE 'OPPORTUNITY'
'Rusty' Azzurri not bothering Quesada
Gonzalo Quesada expects his Italy team to be ring rusty when they take on his home nation Argentina in the Azzurri's opening November Test match today, hoping to end a positive year on a high.
