Paralympic athletes at the bottom of a ski slope

Virgin Media helps ParalympicsGB go for gold

In this guest post, our partner Virgin Media, is excited to announce their partnership with the British Paralympic Association (BPA). 

Virgin Media in partnership with us and the BPA have the ambition to positively change attitudes towards disability to drive participation of disabled people in work and everyday life.

At Virgin Media, we celebrate and value differences. This includes working to change attitudes towards disability – supporting disabled people in work and everyday life. That’s why we have partnered with Scope until 2020 to support more disabled people to get into and stay in work.

But our ambitions don’t end there. We also want to change attitudes towards disability to help drive participation of disabled people in the UK.

That’s why we’re so delighted to announce our new partnership with the BPA. This means that Virgin Media is supporting ParalympicsGB in their fearless quest, both in PyeongChang and in Tokyo in 2020. We’ve watched ParalympicsGB go from strength to strength over the years and I am thrilled we have the opportunity to support these athletes so they can reach even greater heights.

Not only does this partnership sit perfectly alongside our existing work with Scope, we know that sport has the power to inspire the country.

The 2012 and 2016 Paralympics were landmark moments that saw the country rally behind our Paralympic stars. And it did more than just spur us to unprecedented successes at the games.

Research from Scope shows that these sporting successes can change attitudes right across society:

  • Three quarters (78%) of disabled people say the Paralympics improve attitudes and four in five (82%) say the Games change negative assumptions to disability.
  • The poll of 1,000 disabled adults reveals that four in five (82%) believe the Games make disabled people more visible in wider society and challenge negative assumptions about what disabled people can achieve.
  • And more than three quarters (78%) of disabled people say the Paralympics have a positive impact on attitudes to disability.

In addition, recent research we commissioned to mark the start of our partnership with the BPA showed that Paralympians are the most inspirational athletes for young children.

Of course sport can’t change everything. That is why Virgin Media, Scope and BPA will be campaigning all year round, long after ParalympicsGB leave PyeongChang.

We are partnering with incredible organisations like Scope and the BPA to transform lives of disabled people, whether it’s on the snow or ice, in the workplace, or by shifting attitudes towards disability.

Our amazing Paralympians are already achieving great things in PyeongChang everyone at Virgin Media is cheering the team on.

To keep up to date on how ParalympicsGB is performing at PyeongChang, visit the BPA’s website or follow them on Twitter @ParalympicsGB

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