Toyota to sponsor Paralympic Sports coverage on Channel 4

Mark Johnson's picture
by Mark Johnson

Channel 4 has announced that Japanese carmaker Toyota has been signed up as the sponsor of Paralympic Sport on 4.

Toyota will sponsor both live and highlights coverage of the IPC (International Paralympic Committee) Swimming World Championships as well as highlights of the World Para Athletics.

The IPC Swimming World Championships will broadcast live from the London Aquatics Centre on More4 from 9 to 15 September and will also streamed live on All4. 

Highlights of the best of the action from the championships will be shown on Channel 4 on 21 September.

Sophie Morgan and Arthur Williams will present the coverage and will be joined by Giles Long.

“I’m delighted that Toyota is extending its relationship with Channel 4 on from last year’s Winter Paralympics as the sponsor of our Paralympic Sports coverage,” said 

Rupinder Downie, Partnership Controller, Channel 4.

WPA Championships

Highlights of the 2019 World Para Athletics Championships from Dubai will air soon after the event takes place in November.

Toyota is an official IPC partner and the latest deal was negotiated by Channel 4’s sales house, 4 Sales, and Toyota’s media agency m/SIX, The&Partnership’s media planning and buying agency.

Andrew Cullis, Director of Communications and Product at Toyota, said: “After a successful Winter Paralympic Games last year, we are thrilled to continue our support of Paralympic Sport on Channel 4 as momentum build towards Tokyo, which promises to be a hugely exciting time for our business”

Richard Bradley, Business Director at The&Partnership said: “The&Partnership are thrilled to be working with Channel 4 and the IPC on behalf of Toyota UK. 

“The IPC Swimming World Championships is a great platform to champion human movement and demonstrate Toyota’s ongoing commitment to advanced mobility solutions. 

“Toyota’s association with the IPC forms part of a wider programme of sport related initiatives in the build-up to the Tokyo 2020 Olympic and Paralympic games, of which Toyota is a global presenting partner.”