"For Tokyo 2020 we want to break all records in terms of broadcasting. To exceed the cumulative audience of 4.1 billion people in 154 countries that watched the Rio 2016 Paralympics we will need to drive audiences in Asia."
Reddentes Sports have been appointed as the media rights partner of the International Paralympic Committee (IPC) within the Asian territory as part of the governing body’s push to maximise exposure in the region ahead of and during the Tokyo 2020 Paralympic Games.
The rights deal includes the 2019 World Para Swimming Championships (9-15 September in London, Great Britain), the 2019 World Para Athletics Championships (7-15 November in Dubai, UAE) and will culminate with the Tokyo 2020 Paralympic Games (25 August - 6 September 2020).
Next year’s Paralympics will mark the second time the Games have been held in Tokyo; the Japanese capital staged the second edition of the Games in 1964, four years after the inaugural event in Rome, Italy.
A total of 22 sports have been scheduled for the 2020 event with badminton and taekwondo making their Games debut.
Reddentes will be the IPC’s exclusive agent in managing broadcast rights for Singapore, Malaysia, Indonesia, Thailand, Vietnam, Myanmar, Philippines, Hong Kong SAR, Taiwan and India.
Along with the Paralympics, the Singapore-based company also has non-exclusivity rights for additional markets including China, Korea and Japan for the 2019 World Para Swimming and 2019 World Para Athletics Championships.
Reddentes Managing Partner Mark Chew said: “The Paralympic Games in Tokyo is expected to be a monumental one in the history of the event and with more than 4,350 athletes from around the world competing. The Rio 2016 Paralympic Games were amazing and fans are anticipating another spectacular Games in Japan.
“Reddentes Sports will do our best to bring the action to households across Asia, so they can cheer on their compatriots in the 22 sports disciplines.”
Alexis Schaefer, the IPC’s Commercial, Broadcasting and Partnerships Director said: “Since the first Paralympics in 1960, the Games has grown bigger and better each edition. For Tokyo 2020 we want to break all records in terms of broadcasting. To exceed the cumulative audience of 4.1 billion people in 154 countries that watched the Rio 2016 Paralympics we will need to drive audiences in Asia.
“We hope to achieve this through the appointment of Reddentes Sports to leverage on their expertise in Asia, which is one of our key markets. We are confident that Reddentes will help maximise opportunities in Asia, as we seek to bring the Paralympics to more viewers and fans in the region.”