Co-creation: IPC/Allianz are limitless

For a long time we are speaking about content in sponsorship. How important it is to tell the story about brands as well as the partnerships. Allianz has engaged with the IPC in the co/creation of a fantastic series of films about Paralympic athletes this season. They used the platform of the World Para Alpine Skiing World Cup to tell the story of three young athletes that live their life "limitless".

The videos show all three athletes both on the slopes and in behind-the-scene more personal situations, aiming to showcase how they share the dream of succeeding in the international stage with their talent on the snow and in life.

It is en vogue to talk about younger audiences and how consumers are more and more looking for reasons to emotionally connect with brands. Research from Nielsen helped our partners to better connect with Paralympic stories to create an emotional link to their brands. The Paralympic Movement offers endless and capturing storytelling potential. Yet, research shows that there is still a lack of exposure of people with impairment in the media in general. Para athletes can therefore act as role models and projects like “limitless” bring stories to consumers that amplify inclusion and acceptance. The support of partners like Allianz during the Alpine Skiing season and also in the lead up to events like the Paralympic Games is critical to engage and excite about Para athletes and their extraordinary sporting performances. Ultimately, we believe that content like this will lead to greater engagement during Games time and will therefore further accelerate the position of the Paralympic games as the number one sport event that drives social inclusion.

The stories of the athletes demonstrate in emotional manner how passion, courage and discipline can help to push boundaries every day,” describes Jean-Marc Pailhol, Head of Group Market Management and Distribution the project. “To experience these stories is one of the best reasons to support the Paralympic movement and their athletes as a long-term international partner.”

I am proud about our relationship and the content, as this project is a joint initiative. We have closely collaborated in the content production, so that the videos will blend the IPC's aspiration "To make for a more inclusive society for people with an impairment through Para sport" with the recently launched “Global Explorer Program” from Allianz SE. #ExploreWithUs, is a long-term initiative of Allianz that aims to reach and encourage curious people worldwide, who are keen to share their explorative journeys and experiences. Here at the IPC we welcome such close relationships with our partners that help to achieve joint objectives. This may also be the reason that Allianz is not the only partner that we are working with to co-create Para sport content. Also, Visa, Toyota and Samsung are examples for such initiatives.

We have been on a more than a decade long journey together with Allianz and we remain curious to continue exploring new frontiers with our proud and first international partner.