The award is in recognition of the CPC's work in promoting awareness and brand recognition of the Paralympic Movement in Canada along with partners Pfizer Canada, Petro-Canada, Air Canada, Bell Canada, Hudson Bay Company, Canadian Tire and the Canadian Imperial Bank of Commerce.

"With the Vancouver 2010 Paralympic Games as a catalyst and continuing through to London 2012 and Sochi 2014, we have enjoyed increased partner and sponsor engagement, activation and revenues, along with growing recognition of our athletes and brand among media and all Canadians," said François Robert, executive director of partnerships at the CPC.

"Sochi in particular marked an exponential leap in partner activation and promotion, supported by a new Canadian Paralympic broadcast consortium.

"We are so grateful to our supporters, as well as our world-class athletes, who are at the core of this success.

"Indeed, our remarkable athletes and their accomplishments motivate partners and sponsors to pledge their support and derive value from their affiliation with the Paralympic Movement in Canada."

Canada came third on the overall standings at the Sochi 2014 Paralympics, winning 16 medals, seven of them gold.

A host of athletes from the squad took part in the Sochi 2014 Celebration of Excellence tour last month which culminated in the Parade of Champions in Calgary on June 6.

The Canadian Paralympic team won 16 medals at Sochi 2014 and were watched by millions back home ©AFP/Getty Images



In the build up to Sochi, the CPC launched a number of campaigns designed to increase awareness and drum up support for its athletes that included the likes of Nordic skier Mark Arendz, Para-snowboarder Michelle Salt and ice sledge hockey players Tyler McGregor and Dominic Larocque taking part in nationwide TV, online and print campaigns to highlight the skills and abilities of athletes rather than their disabilities.

Canada sent 54 Paralympians to Sochi and via the CPC Broadcast Consortium on the Canadian Broadcasting Corporation, Sportsnet, Sportsnet One and Accessible Media Inc., more than 8.8 million people tuned in to watch the athletes in action.

The Most Valuable Amateur Sport Property award was launched in 2012 by Ipsos Reid and TrojanOne and measures how organisations connect with their consumers and target audience.

This is measured using seven key drivers; personal involvement, creating the moment, impact on the cause, sponsor fit, responsible management, heritage and uniqueness.

"The Canadian Paralympic Committee's vision is to be the world's leading Paralympic nation," said CPC President Gaétan Tardif.

"We're looking forward to the road to Rio, which includes the Toronto 2015 Parapan American Games and the Rio 2016 Paralympic Games, where we will strive to provide unprecedented value to our partners and sponsors every step of the way and beyond."

Contact the writer of this story at [email protected]


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