Infront, the international sports marketing agency, claims to have delivered “the most extensive European coverage ever” for the recently concluded Beijing 2022 Paralympic Winter Games.

The Wanda-owned agency, which sold the European media rights to the games, has today stated that it increased the number of countries the game were covered live in by over 40% compared to the previous 2018 edition in Pyeongchang, South Korea.

A total of 34 broadcasters, both public-service channels and commercial operators, showed the Paralympics across 40 countries, including in 12 new territories.

These included Portugal (RTP), Lithuania (LRT), Albania (Oversport), and Malta (TSN/Melita).

Infront also developed behind-the-scenes content in collaboration with the National Paralympic Committees and athletes, which was made available to broadcasters.

The Switzerland-based company won a contract from the International Paralympic Committee (IPC) to sell the European media rights to the Beijing 2022 and Paris 2024 Paralympic Games back in January 2021.

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The agreement, which covers 51 European territories, excluding the UK for 2022 and the UK and France for 2024, also includes a content creation element that will involve Infront Productions working alongside Paralympic sport stakeholders in between the games' to maximize the storytelling potential of each event and provide athletes broader exposure.

Some of the key markets included in the deal are Austria, Belgium, Denmark, Germany, Greece, Italy, Netherlands, Norway, Russia, Spain, Sweden, Switzerland, and Turkey.

As per the conditions of the host city contract, the worldwide broadcast rights to the Paralympic Games were transferred to Beijing 2022 and Paris 2024, but the two organizing committees subsequently selected the IPC as their exclusive agent to sell and manage the media rights to their editions of the games – that body then put up the contract which Infront won through a tender.

Julien Ternisien, Infront senior vice-president of summer sports, said: “Our work leading up to the Paralympic Winter Games is the result of efficient and effective collaboration between Infront, the IPC, the athletes, and our broadcast partners.

“When we began our partnership in January 2021 our aim was to increase the reach and impact of the event and I am delighted with how we have jointly set a new benchmark to build from.” 

Andrew Parsons, IPC president, added: “If we are to truly drive social inclusion for the 1.2 billion persons with disabilities globally, providing a broader platform to tell the fascinating stories of these athletes is vital.

“The increased exposure of the Beijing 2022 Paralympic Winter Games has put Para sport in the spotlight across a wider range of territories and goes a long way to helping us achieve our vision to make for an inclusive world through Para sport.”