Why It Matters: Supporting Athletes and Building Mutual Inspiration

Welcome back to our article series: Why It Matters where we take you inside our business to share the stories and values that drive us.?

Our support for sporting individuals extends beyond sponsorship - it’s a two-way relationship built on mutual inspiration and shared resilience. These athletes give us a new perspective, remind us of the power of grit, and show us the mental strength needed to excel, even in the most challenging circumstances. By partnering with athletes, we’re supporting more than their training; we’re backing their journey to personal and professional triumphs. And today, we’re especially proud to sponsor para-surfer James Price as he competes at the Para-Surfing World Championships in Huntington Beach, California, representing Surf England in the Prone category.

James’ story is a remarkable one. A champion in both mind and spirit, he clinched gold in the Open Prone category at the Surf England Championships this past July. Now, he’s headed to California with the goal of making a mark on the world stage. For James, parasport has been essential to his positive mental health since breaking his neck in a diving accident in 1999, which left him mostly paralysed below the chest. This latest venture is, in his words, a “magical” opportunity to once again don the kit for his country.

“I broke my neck in a diving accident in 1999, leaving me mostly paralysed below the chest with a loss of temperature and pain sensation, and with a degree of impairment in my arms and hands,” James shares. “I’ve competed for Great Britain in wheelchair rugby in 2006 and in athletics at the London Marathon 2017 in the quadriplegic category. Sadly, my father passed away a month before that event, which greatly impacted my mental health, training, and competition. But I got through that marathon, dedicating it to him in 2017—this one’s for my daughter!”

James’s resilience and dedication exemplify the drive that many para-athletes possess, pushing limits for the love of sport and the betterment of their own well-being. Our support aims to enable these athletes to focus on their sport, knowing they have someone in their corner rooting for their success. And in return, we gain inspiration that flows into our work, reminding us of the power of focus, drive, and a strong support system.

Encouraging other businesses to sponsor athletes isn’t just about visibility or brand alignment; it’s a chance to fuel a dream, to help an individual build toward something extraordinary. Supporting athletes like James shows the impact of resilience, mental strength, and dedication—and that is why it matters.