ABSTRACT
As the Paralympic Games evolved, it has also grown in every conceivable capacity – including sponsorship and marketing. With this growth, both opportunities and challenges have emerged and with the latest agreement between the IOC and IPC, it will be interesting to see its development, particularly as it relates to marketing and sponsorship. The purpose of this chapter is to review what is known about the marketing and sponsorship of the Paralympic movement, highlight recent case studies and then postulate about the future of the Paralympic Games and its movement.
