Exploring sponsorship’s impact on paralympic athletes in Spain

Abstract

The sponsorship of Paralympic athletes has played a crucial role in transforming the public perception of Paralympic sports, especially since the London 2012 Games. Until that moment, the focus was primarily on the athletes' disabilities rather than their athletic abilities. However, the support of major brands such as Toyota, Iberdrola, Telefónica, and Fundación ONCE has allowed these athletes to be seen as elite competitors, fostering greater visibility and respect in the sports world. This research is based on interviews conducted with ten Spanish Paralympic athletes, who share their experiences with sponsorship and its impact on their careers. Through their testimonies, it becomes evident that sponsorship not only provides the necessary financial support to compete internationally but also shifts the narrative around Paralympic sports, focusing on performance and excellence. In conclusion, brand sponsorship has been decisive in the careers of Paralympic athletes, providing them with the resources needed to compete and improving their visibility in the media. It also strengthens the connection between brands and the community, as companies associate themselves with values such as inclusion and equality. Brand support not only enhances the image of athletes but also contributes to generating a positive impact on society, reinforcing corporate social responsibility