Toyota, Allianz sponsor Paris 2024 Paralympics on Channel 4

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Channel 4 Sales is teaming up with the official partners of the International Paralympic Committee (IPC) and ParalympicsGBAllianz 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.

Toyota’s full service agency T&Pm and Allianz’s media agency Mindshare UK negotiated the partnerships and are responsible for managing the deal activation.

Allianz, Toyota sponsor Paralympics on C4

Alongside Channel 4’s broadcast coverage, Toyota and Allianz are also part of Channel 4’s marketing campaign to drive association with the Games before the Paralympic flame is even lit in Paris.

Some 4,400 athletes will compete in 22 different sports in the Paris 2024 Paralympic Games across Channel 4, More 4, Channel 4 Streaming and social channels from 28 August – 8 September.

Channel 4 is set to broadcast hundreds of hours of Parasports as well the Opening and Closing Ceremonies to millions of viewers across the UK via a state-of-the-art production centre in Cardiff.

Rupinder Downie, sponsorship and commercial partnerships leader, Channel 4 said: “We are thrilled to be partnering with Toyota and Allianz to bring audiences the Paris 2024 Paralympic Games.

“Our shared values will not only promote awareness of Paralympic sport but will also increase positive attitudes to disability more widely.

“More than 20 million tuned into our coverage of the 2020 Tokyo Games and we’re really looking forward to bringing the excitement of the Paris 2024 Paralympic Games to millions of viewers across the UK with the support of Toyota, Allianz and ParalympicsGB.”

Serge Raffard, Managing Director of Allianz personal lines business, which will be using both Allianz and LV= General Insurance brands as sponsors during the Paralympic Games, said: “We’re thrilled to be part of sponsoring the Paris 2024 Paralympic Games coverage on Channel 4 again, following our support of the 2016 Rio games.

“We’re long-term partners of ParalympicsGB and recognise and promote the amazing day-to-day performance of people of all abilities.

“This broadcast sponsorship is part of our wider strategic vision to bring more of our Allianz brand to the UK.

“What’s exciting for current and future customers is that we’re leveraging the scale of the Allianz brand to show how our global strength and depth of experience can help secure people’s futures.

“We have an exciting summer ahead and our role as Worldwide Insurance Partner of the Olympic and Paralympic Games will help further build Allianz as a trusted household name.”

Stuart Sanders, Toyota (GB) Communications and Product Director, Toyota, said: “This is our second Games in a row partnering with Channel 4 for its Paralympics broadcast content, helping to ensure the competition is accessible to millions of people, not just those fortunate enough to be attending in person.

“This is an important element of our commitment to showcasing inclusive and sustainable mobility for all, through our sponsorship of the Games as worldwide mobility partner of the International Olympic Committee and the International Paralympic Committee.”

Matt Hardy, Partnerships Director, T&Pm said: “We take immense pride of our involvement in Toyota’s sponsorship of Channel 4’s coverage of the Paris 2024 Paralympic Games.

“The breadth of the partnership across the Channel 4 portfolio allows us to reach a large, engaged audience and showcase Toyota’s on-going commitment to mobility as a source of inspiration.

“This partnership reinforces Toyota’s position as a major supporter of the Paralympic Games and being at the forefront of the excitement the Games bring to everyone.”

Emma Stears, Client Partner, Mindshare UK, said: “This is a fantastic partnership which builds on both Allianz and Channel 4’s long-term support for the Paralympics. Allianz believe in harnessing the power of sport and building belonging, resilience and a mindset to be the best you can.

“Alongside reaching a huge audience across Channel 4’s wider marketing campaign, programme sponsorship, and live coverage of the games themselves, this campaign will seamlessly encompass streaming and Channel 4’s social channels to reflect how modern audiences will choose to enjoy all the action from Paris.”

The partnership includes:

  • Programming sponsorship across a range of Channel 4 shows – details will be announced later this summer.
  • Social sponsorship. Toyota and Allianz will extend their sponsorship of linear TV across Channel 4’s social channels to reach an engaged audience that might not watch coverage in full on TV but enjoy clips that are posted across social.
  • Channel 4 Streaming. With over 29 million registered users, partners will reach viewers as content is streamed across all platforms. For each pause, a static ad fills the player alongside a platform specific call-to-actions including a QR code.
  • Channel 4 YouTube. The partners can directly sponsor Channel 4 Paralympics Games content on YouTube.

Marketing campaign 

Following the success of Channel 4’s previous awareness campaigns for the Games – including the award-winning Meet The Superhumans (2012), Yes I Can (2016) and Super Human (2020) – the brands’ logos will feature in Channel 4’s upcoming campaign for its coverage of the 2024 Paralympic Games.