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Marketing of Paralympic Sports: Attracting Spectators and Sponsors

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The Palgrave Handbook of Paralympic Studies

Abstract

This chapter explores the promotion of marketing in the Paralympic Games and in related disability sport contexts. It addresses traditional marketing, consumer behaviour, sponsorship acquisition and return on investment. In addition, it considers how athletes with disabilities are perceived and how these perceptions impact the promotion of Paralympic sport in unique ways. Finally, this chapter includes excerpts from an interview with a marketer for the British Paralympics. The inclusion of this interview allows for comparisons between peer-reviewed research and experiences from a practitioner of Paralympic sport promotion.

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Notes

  1. 1.

    This interview was undertaken by Dr Ian Brittain and Dr Renan Petersen-Wagner from Coventry University, UK, at the offices of the British Paralympic Association on Friday 15 January 2015.

  2. 2.

    The world-record holder in the 1 km time trial C4 class and six-years unbeaten, Cundy was marked as “did not finish,” by the judges following an argument over what Cundy felt was a faulty start gate that caused his back wheel to spin as he started his ride causing him to stop after 5 min. The judges’ decision caused him to have a highly public meltdown in front of the cameras and spectators (Daily Telegraph Website 2012).

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Author information

Authors and Affiliations

  1. University of Houston, Houston, TX, USA

    Michael Cottingham

  2. Leeds Beckett University, Leeds, UK

    Renan Petersen-Wagner

Authors
  1. Michael Cottingham
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  2. Renan Petersen-Wagner
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Editor information

Editors and Affiliations

  1. Centre for Business in Society, Coventry University, Coventry, United Kingdom

    Ian Brittain

  2. University of St Mark and St John, Plymouth, United Kingdom

    Aaron Beacom

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Cottingham, M., Petersen-Wagner, R. (2018). Marketing of Paralympic Sports: Attracting Spectators and Sponsors. In: Brittain, I., Beacom, A. (eds) The Palgrave Handbook of Paralympic Studies. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-137-47901-3_27

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  • DOI: https://doi.org/10.1057/978-1-137-47901-3_27

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  • Online ISBN: 978-1-137-47901-3

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