On August 28, 2024, the Paris Paralympic Games opened on the Place de la Concorde, in front of 65.000 spectators and millions of television viewers. One year later, the International Paralympic Committee (IPC) unveiled a study on the impact of these Games, conducted by Nielsen Sports among 15.000 people from 11 countries. The results are unanimous, both on the evolution of awareness and on the image of the event.
“The world’s most transformative sporting event”
According to the survey, 80% of respondents said the Paris 2024 Games had positively changed their view of the abilities of people with disabilities. Seventy-nine percent said the Paralympic Games had made them more supportive of the inclusion of people with disabilities in all areas of society. Another finding: 79% said the Paralympic Games embody "the true spirit of sport," a figure that's a sharp increase from pre-event responses. The values of inclusion, diversity, and respect were particularly associated with this edition. These elements validate the work carried out by the IPC.
« We believe the Paralympic Games are the most transformative sporting event in the world., repeats Kristina Molloy, IPC's Executive Director of Membership and Impact. This event served as a global platform to shift attitudes, particularly among those who previously had little interest. People who reported little or no interest in the Paralympic Games before the event began experienced the most significant positive changes. After watching the Games, their opinion of the Paralympic brand improved, and their attitude toward people with disabilities became significantly more supportive and respectful. The Games strengthened the opinions of fans and actively changed the mindsets of those who were previously uninterested. »
At the table of the greatest events
The extensive media coverage (736,3 million hours of live coverage consumed by viewers, 83% more than at Tokyo 2020) fully contributed to the impact of these Paralympic Games. The results are particularly convincing among people who did not consider themselves Paralympic sports fans before the event: in this category, those who associate the Paralympic Games with high-performance sport increased from 43% before the Games to 50% after. Overall, 64% of people surveyed worldwide believe that the Paralympic Games are a high-performance sporting event.
Pais 2024 has cemented the Paralympic Games as one of the most recognizable sporting events in the world. 80% of respondents say they are familiar with the Paralympic Games – only the Olympic Games and the FIFA World Cup are more recognizable. The Paralympic Games are even more popular than the Rugby World Cup, the Super Bowl, or the World Athletics Championships.
« Our research shows that the Paralympic Games have cemented their place as one of the most recognized and celebrated sporting events in the world, with their global profile now surpassing that of many major competitions., summarizes Pierre Emmanuel, general director Europe and Latin America of Nielsen Sports. What drives this engagement, among the 15.000 people surveyed, is the deep respect fans have for Paralympic athletes and the values the Games represent, making it one of the most powerful sporting platforms for inspiration and inclusion. » It’s up to Los Angeles to take up the torch and carry the flame even higher.
