Swedish Paralympic Committee launch partnership with Generate

The partnership is looking to kick-start the work needed in order to create better conditions towards the Rio 2016 Paralympic Games.

Swedish Organisation for the Disabled (SHIF) and the Swedish Paralympic Committee (SPK) are launching a long-term agreement with sponsoring consultant Generate Partnerships.

The partnership is looking to kick-start the work needed in order to create better conditions towards the Rio 2016 Paralympic Games.

“The Paralympic rights are very strong and grow in value on a global scale at a furious pace, and this is also true in Sweden,” says Thomas Brandt, Marketing at SHIF/SPK.

“The Paralympics changes the outside world view of what is possible.”

With this agreement, Brandt also sees great potential for Swedish Paralympic sport in the coming years.

He said: “The knowledge and curiosity for Paralympic sports are increasing steadily. Not least because of the huge media exposure. It opens, of course, for an even greater interest in both the public and the economy.”

Claes Linstrom, CEO of Generate, is delighted that the partnership has been agreed. He said: “For us at Generate, it's very inspiring and exciting to work with disability sport and the Paralympic Games.

“Many athletes have Rio 2016 as a career highlight and we'll do our best to develop the commercial prospects at home.”