The Paralympic Movement is underway in the United States, and ads and sponsorships of the Sochi Paralympic Games are at an all time high. Previously overshadowed by the Olympics, the Paralympic Games are gaining deserved recognition and popularity. BMW, BP, Citigroup, Liberty Mutual Insurance, Procter & Gamble, and The Hartford produced ads that will run across NBC, NBC Sports Network, and TeamUSA.org throughout the Games. Over $95 million was raised in total revenue from the Paralympic marketing program, a new Paralympic Winter Games record.
Citi, The Hartford, and P&G developed spots designed to show support of the Games, and created spots showcasing the athletes with disabilities working to become elite at their sport. By aligning with these inspiring athletes, the companies are gaining positive brand recall from potential customers.