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EXCLUSIVE: IPC set to double global partner programme

The International Paralympic Committee is looking to double its number of global sponsors from five to ten in the rights cycle covering Rio 2016 as it cashes in on the success of London 2012.

IPC commercial and marketing director Alexis Schäfer told Sports Sponsorship Insider there is room for at least another two Worldwide Partners and a maximum of three more International Partners.

IPC Worldwide Partnerships are open only to IOC TOP Partners, the top tier of Olympic sponsor. International Partnerships are open to brands from sectors that do not overlap with IOC TOP sponsors.

“We have seen a shift in what the Paralympic Games can deliver,” Schäfer said. “The main focus used to be on selected territories and the host market. We’re now getting stronger coverage internationally and developing into a real global property.”

The IPC made around €1.5m ($1.9m) per year from its five sponsors in the period leading up to and including the London 2012 Olympic and Paralympic Games.

Information technology company Atos, payment card brand Visa, consumer electronics group Samsung, and prosthetics and medical products firm Otto Bock were top-tier Worldwide Partners in the previous period. Insurance firm Allianz was the sole second-tier International Partner.

Renewal deals with Atos and Allianz in April this year, and Otto Bock in August 2012, included “healthy increases” on the previous rights fees, Schäfer said.

There is more on this story and the IPC's sponsorship portfolio in the May issue of Sports Sponsorship Insider.