Nielsen Shares Research On Power Of Paralympic Brand

A new report published by Nielsen at the Int'l Paralympic Committee Academy Campus Games Experience Programme in Rio revealed that the Paralympic Games have the power to change public perceptions toward people with an impairment and are growing in appeal to millennials. On the second day of the GEP, Nielsen Research & Insight for Rio 2016 Head David Lucas spoke about how the increasing appeal of the Paralympic Games can be leveraged by sponsors. The report examines the rising interest in the Paralympics, its growing status as a media product and how the Games already work for partners. It also highlights the opportunity it provides to change attitudes -- and, critically, what that might mean for current and future para-sports sponsors. Lucas highlighted how Paralympic sponsorships have fostered greater brand awareness and engagement among key consumers around the world, in particular among "millennials." The research shows four in five millennials are more likely to buy from a brand that supports a cause (IPC).