Channel 4 creates ‘most accessible’ sponsorship idents yet for Paralympics 2024

Channel 4 has created its “most accessible sponsorship idents” yet seen in the UK.

Toyota and Allianz will sponsor coverage of the Paris 2024 Paralympic Games on Channel 4, More4, Channel 4 Streaming and social channels.

The deals were brokered by Toyota’s full-service agency, T&Pm (formerly creative shop The & Partnership and media agency MSix & Partners), and Allianz’s media agency, Mindshare UK.

Allianz will use both its Allianz and LV= brands in idents around the coverage. The former’s idents will feature audio description, while the latter will include British Sign Language and subtitling, as will Toyota’s idents.

All of these features will be “at the centre” of the creative without an option to turn them on or off.

The Allianz idents were made in-house, independent agency Recipe created the LV= work, while T&Pm was responsible for the Toyota creative.

‘A new benchmark’

The first idents from Allianz will go live on 15 July in the 4Thought slot at 7.55pm after Channel 4 News. They will appear also around the first of 12 three-minute films profiling British Paralympians that will play out each evening in the weeks leading up to the tournament beginning on 28 August.

The other films will be accompanied by either Allianz or Toyota idents, with the two brands taking over six slots apiece.

Allianz and Toyota are also official partners of the International Paralympic Committee and ParalympicsGB.

Rupinder Downie, content solutions leader at Channel 4, said: “Everything we’re doing in Channel 4 Sales ahead of the Paris 2024 Paralympic Games is about boosting positive attitudes to disability among our partners.

“The shared commitment across our partners Allianz and Toyota, brought to life through the new idents, is a new benchmark in the accessibility of TV sponsorship.

“The fact the accessibility features of these idents is baked into the creative as standard, and not optional, is what makes this collaboration stand apart.”