The event, which was held in Shoreditch Electric Light Station which is usually home to National Centre for Circus Arts, unveiled the production company’s PR plans for the Games, including coverage and presenters.
The team from Loughborough that attended used the opportunity to showcase the work happening in the research centre and give guests a practical understanding of what is required in wheelchair sports.
Professor Vicky Tolfrey, Director of the Peter Harrison Centre for Disability Sport, commented:
“Attending the Channel 4 event in London was an incredible experience for Adam, Ollie, Alasdair and me. We had the unique experience to go behind the scenes of the Paralympic Games’ PR activities, gaining insights into the intricate planning and coordination involved.
“The event featured a hands-on activity where guests could try wheelchair propulsion, giving them a practical understanding of what is required in wheelchair sports. The University led on this activity, which was made possible thanks to our collaborations with the Invictus Trainer.
“It was a memorable evening with many celebrities and sports stars. We look forward to following the Channel 4 coverage of the Paris 24 Games in due course.”
Alasdair Donaldson, Head of Para Sport at Loughborough University, also commented:
“It was brilliant to be part of the Channel 4 media launch of their coverage plans for the Paralympic Games in Paris. Being able to see how they plan to once again challenge the perceptions about how disability is seen by the public is in line with our philosophy at Loughborough University. We very much enjoyed the chance to engage with so many partners and guests and talk to them about Paralympic sport, outlining the elite levels of performance that athletes achieve.”
Hosted by comedian Adam Hills, the event led the way in regard to accessibility and inclusiveness, with all presentation content featuring live BSL (from a deaf signer), live captions and live audio description.
The PHC staff and students have a long-standing relationship with ParalympicsGB with many past and present attending Paris 2024 to support the athletes in key roles. For further information see: https://www.lboro.ac.uk/research/phc/team/where-are-they-now/
Loughborough University’s East Midlands campus is a training base for many para-athletes who are currently preparing to secure their place at the Paris 24 Games. We are also proud to have several alumni who will be hoping to compete for their home countries during the competition.
You can follow the success and updates of all Loughborough athletes on the dedicated website: https://www.lboro.ac.uk/sport/athletes-global-stage/