Here’s how brands are approaching the Paralympic Games

Though the Olympic Games came to a close Friday, for some brand sponsors the real party doesn’t get started until the end of the month, when the Paralympic Games commence.

Digiday spoke with three advertisers that favor the Paralympics as a means of reaching considerable TV audiences, burnishing their purpose marketing credentials and maximizing B2B hospitality opportunities.

Citibank, for example, has made the Paralympics the focal point of its Olympic sponsorship efforts since 2020. Tina Davis, head of enterprise marketing and brand engagement, said the decision has enabled the bank to cut through in a way that would be difficult amid the crowd of consumer brands attempting to reach audiences at the earlier Olympic Games. 

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