%0 Journal Article
%A Citlali Martínez-Estrella, E.
%A Bonales Daimiel, Gema
%A Recuero Virto, Nuria
%T Exploring sponsorship’s impact on paralympic athletes in Spain
%D 2026
%U https://hdl.handle.net/20.500.14352/131322
%X The sponsorship of Paralympic athletes has played a crucial role in transforming the publicperception 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 hasallowed these athletes to be seen as elite competitors, fostering greater visibility and respectin the sports world.This research is based on interviews conducted with ten Spanish Paralympic athletes, who sharetheir experiences with sponsorship and its impact on their careers. Through their testimonies, itbecomes evident that sponsorship not only provides the necessary financial support to competeinternationally but also shifts the narrative around Paralympic sports, focusing on performanceand 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 associatethemselves with values such as inclusion and equality. Brand support not only enhances the imageof athletes but also contributes to generating a positive impact on society, reinforcing corporatesocial responsibility
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