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Toyota to sponsor Channel 4's Paralympic sports coverage


By Rebecca Stewart, Trends Editor

August 28, 2019 | 3 min read

Following on from a successful 2018 Winter Paralympic Games partnership, Toyota has inked a deal to sponsor Channel 4's Paralympic sports programming.

Toyota to sponsor Channel 4's Paralympic sports coverage

Channel 4 has drawn wide praise for its previous Paralympics coverage and campaigns

The partnership will span live and highlights coverage across More4 and All4 from the International Paralympic Committee (IPC) Swimming World Championships, taking place in September. It will also see the car marque support highlights from the 2019 World Para Athletics Championships, scheduled for November in Dubai.

Presenters Sophie Morgan and Arthur Williams will present the coverage and will be joined by retired British swimmer Giles Long.

The deal does not include sponsorship of the Tokyo 2020 Summer Paralympics coverage, which will be broadcast on Channel 4. The network has yet to reveal a sponsor for the event, which in 2016 was supported by insurer Allianz.

Toyota is already a longrunning official IPC partner and has been running a global campaign since 2018 dubbed 'Start Your Impossible' which aims to "reflect the Olympic and Paralympic spirit of encouragement, challenge and progress" by focusing on the stories of individual athletes.

The latest deal was negotiated by Channel 4’s sales house, 4 Sales, and Toyota’s media agency m/SIX, The&Partnership’s media planning and buying agency.

Andrew Cullis, director of communications and product at Toyota, said: "After a successful Winter Paralympic Games last year, we are thrilled to continue our support of Paralympic Sport on Channel 4 as momentum build towards Tokyo, which promises to be a hugely exciting time for our business."

Channel 4 has drawn wide praise for its previous Paralympics coverage, including its Rio 2016 'Meet the Superhumans' campaign.


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