Digital content specialist NowThis Sports has signed a two-year partnership with the International Paralympic Committee.
The IPC’s partnership with NowThis Sports begins with the 2018 winter Paralympic Games in Pyeongchang, which commenced on Friday. The agreement will be built upon over the next two years in the lead-up to the next summer Games in Tokyo in 2020, with the IPC to provide NowThis Sports with access to numerous para-sporting events and competitions.
The partnership will seek to elevate awareness of the Paralympic movement. For Pyeongchang 2018, NowThis is capturing moments before, during and after the Games that will be produced into digital content and distributed across its social channels on platforms such as Facebook, Instagram, Twitter and YouTube.
Content will include athlete interviews and profiles, behind-the-scenes footage from 25 Paralympians who will document their experiences during the Games, and live streams of competition and medal ceremonies in selected global markets.
NowThis Sports recently worked with the IPC and Japanese automotive manufacturer Toyota, a worldwide partner of the body, on a video series which profiled athletes in the World Para Alpine World Cup. Over 100,000 hours of the 10-part series have been watched since it launched two weeks ago.
Athan Stephanopoulos, president of NowThis, said: “This partnership aligns perfectly with the editorial mission of NowThis Sports, to uncover and tell the inspirational and aspirational stories of athletes. Our goal with the IPC is to not simply profile the emotional stories of these athletes and their disabilities, but to also raise broader awareness of the athletes themselves and the impressive athletic feats they are accomplishing.”