CMR Surgical, the global company that has developed the next-generation surgical robot, Versius, has announced it has signed a gold-tier partnership with ParalympicsGB.
As the team’s "Official Medical Device Partner", CMR Surgical will launch an internal and external campaign called "human skill, redefined" that aims to challenge perceptions around human ability.
CMR has claimed it is committed to making surgery better for patients around the world - bringing the benefits of minimal-access surgery, otherwise known as keyhole surgery - to everyone that could benefit.
The partnership with ParalympicsGB allows CMR to showcase the inspirational people - across sport and surgery - who redefine skill and those who make the impossible, possible.
"At CMR, we are passionate about enhancing human skill with technology to deliver the best surgical care," Mark Slack, the chief medical officer of CMR Surgical, said.
"In ParalympicsGB, we see several core qualities that resonate with us as a business, and the surgical community more widely: from their ambition and determination to succeed, to the precision and control in their sport.
"We are delighted to use this partnership to really shine a light on those inspirational figures who have pushed boundaries and challenged perceptions around human ability."
The sponsorship will involve a multi-channel campaign which will include print and digital advertising, paid social media and PR, as well as internal employee engagement activities.
The partnership comes with plans for the rescheduled Tokyo 2020 Paralympics intensifying with Britain expecting a team of around 240 athletes to compete in 19 sports, including newcomers taekwondo and badminton, for the Games due to take place between August 24 and September 5.
"The Paralympics was founded in the UK by a surgeon in the 1940s and has grown to become one of the world’s largest and most exciting sporting events," Penny Briscoe, ParalympicsGB Chef de Mission for Tokyo 2020, said.
"We take great pride in the way the teams now inspire huge audiences across the globe to reconsider the true meaning of 'ability'.
"It’s brilliant for us to go back to our roots with this sponsorship and work with a company that shares similar values which support the preparation of ParalympicsGB ensuring our athletes are truly impossible to ignore."
Britain won 120 medals, including 34 golds, in front of sell-out crowds with countless memorable performances at London 2012.
The team eclipsed that performance at Rio 2016 winning 147 medals, including 64 golds to finish second in the overall medals table.