David Blecken
May 30, 2019

Don't overlook the Paralympics, and other sporting advice from Advertising Week Asia

Advertising Week: Sports-related sessions at this year's event in Tokyo encouraged brands to be open-minded, adaptable, and realistic about the costs involved in effective sponsorship activation.

From left: Tatsuya Honda of Fujitsu; snowboarder Grim Narita; Masaya Asai of TBWA Hakuhodo

Brands should not ignore the emotional value of the Paralympics

The Paralympic Games have the power to generate a stronger emotional response from viewers than the mainstream Olympics, according to Grim Narita, a Paralympian who won a snowboarding gold medal in Pyeongchang last year.

Narita, who has a paralysed leg as the result of an accident, said as an able-bodied athlete he used to see the Paralympics as “lower level play” but...

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