A record number of broadcasters from around the world covered the Paris 2024 Paralympic Games. With media coverage the commercial engine of the games, this spotlight should, in turn, fuel marketing investment.

Yet as we wrap up the stand-out marketing moments of the games, it is impossible to ignore the lack of parity in Sponsorship between the Olympics and Paralympics. With 22 sports and 4,400 athletes, the question remains: what stories still aren't being told?

20% of the population is disabled but less than 1% of adverts showcase people with disability. The Paralympic marketing Gap is reflective of a broader malaise in the industry when it comes to representing people with disability.

So as we round up the marketing milestones of Paris 2024 it is important to recognise there is much more still to come.

When you love sport, you love sport

Orange challenges outdated perceptions around the Paralympic Games with a powerful new campaign from Publicis Conseil.

Channel 4 challenges patronising attitudes ahead of the Paris 2024 Paralympic Games

‘Considering What?’ by 4creative lets the athletic excellence of Paralympians speak for itself.

Paralympians declare they’re not participating

The social campaign, created by Adam&EveDDB, is designed to change the narrative surrounding the Paralympics as athletes declare they’re not participating but competing.

John West fuels super strong Paralympics GB athletes

The campaign from Havas positions John West as proud protein partners of ParalympicsGB with a humorous ‘eat strong, go strong’ sporting iteration.

Ready, set, stairs

Ottobock takes aim at the everyday challenges people with disabilities face in ‘Unofficial Discipline’ campaign.

Toyota Paralympics campaign spotlights the everyday impossible

The campaign from T&Pm uses humour to show that there is more to being a Paralympian than being an athlete.

Nike turns to long-form content for Olympic storytelling

A new 90-minute French language film, “Crois Pas Qu’on Dort”, has been developed and produced by We Are Pi with the support of Nike. It tells the unique stories of three young French athletes in the lead-up to the games.

Will 2024 mark a watershed moment for equitable sponsorship investment in the Paralympic Games?

Industry experts have their say on closing an Olympic-sized investment gap.

What can be done to ensure the Paralympics gets the recognition it deserves by harnessing the power of storytelling?

Paris 2024 is a pivotal moment to continue to influence change and platform the Paralympic games, writes Daniel Apostolos, Senior Account Director at The PHA Group.