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 September 11, 2024 edition of The Citizen.
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 September 11, 2024 edition of The Citizen.
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
Heather's Boy prepares for Cape
FORM: UNBEATEN DE KOCK RUNNER TO CONFIRM HIS REPUTATION AHEAD OF CAPE GUINEAS
Courage wins the day for Atticus
IMPRESSIVE: LAIRD-TRAINED GELDING FIGHTS ON GAMELY TO CLAIM R6M BETWAY SUMMER CUP
PIRATES COME UNSTUCK
PREMIERSHIP: STELLENBOSCH PUT ABRUPT END TO BUCS' PERFECT START
Cut Bavuma some slack
Temba Bavuma has often been praised by coaches and teammates for his leadership abilities, but as a specialist batter the Proteas skipper must have been frustrated by his lengthy struggle to convert fifties into centuries.
Proteas keep growing as a unit
South Africa's batters are feeding well off each other as they start to find consistency at the highest level, according to Proteas coach Shukri Conrad, after they shone again in the dominant victory over Sri Lanka in the first Test in Durban which concluded on Saturday.
Wallabies far from finished product
Australia coach Joe Schmidt says his side are \"maybe\" not at the level yet to win the three Test series with the British & Irish Lions next year but they are ready to make it a \"contest\".
Proteas keep their heads up
With England having secured a 3-0 clean sweep in the T20 International series that concluded at the weekend, Proteas all-rounder Nondumiso Shangase says the national women's team are keeping their heads up as they prepare for a three-match ODI series against the tourists.
Bulls flex their muscles abroad
URC: DOWN CONNACHT AS SHARKS SINK THE STORMERS
Kane ruled out 'for the time being'
Bayern Munich striker Harry Kane (right) has been ruled out \"for the time being\", with a hamstring tear, the club announced yesterday.
'Crazy' win thrills Arteta
London - Mikel Arteta (above) said Arsenal's \"crazy\" 5-2 win at West Ham has catapulted his team back into the Premier League title race.
