Paralympics

Media coverage

While the Olympic Games have experienced tremendous growth in global media coverage since the 1984 Summer Paralympics, the Paralympics had been slower to develop a consistent mainstream media presence. In June 2023, IPC executives noted that interest in the Paralympics had been improving among broadcasters, citing that it had already reached rights deals for the 2024 Summer Paralympics covering 75% of the world over a year in advance (in comparison to 2020, where many deals were made "last minute"), and that it had been pushing for broader coverage and increased rights fees since broadcasters were starting to "[realize] that [the Paralympics are] actually a great sporting event", and not treat them as a low-effort obligation bundled with their Olympics rights. Unlike the Olympics, the IPC holds the digital rights to the Paralympics in some markets, allowing it to promote live coverage and other highlights via its own social media platforms to engage online audiences.