Bachelor thesis

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1,824,912

2,723,386		2,944,498		4,412,313		3,474,562

EQUITY AND LIABILITIES
Equity	258,261		470,992		493,029		632,632	645,692
Provisions*	430,094		704,294		713,713		858,094	1,128,920
Liabilities*	993,413		1,161,856		1,238,159		1,294,275	1,089,002
Deferred Income	143,144		386,244		499,597		1,627,312	610,949
Total Equity and Liabilities	1,824,912		2,723,386		2,944,498		4,412,313	3,474,562

REVENUE
Membership fees	211,838		218,24		217,218		216,581	220,189
IPC Sports Revenue*					1,448,561		1,441,344	2,473,642
Marketing/Sponsoring/Fundraising *	3,161,663		3,774,708		3,778,269		4,171,979	4,038,085
Grants *	467,554		305,088		33,683		138,291	50, 000
Other	220,175		269,006		228,061		280,855	319,852
Specific Project Funding	273,749		1,806,070		377,903		890,822	503,284
Total revenue	4,334,979		6,373,112		6,083,696		7,139,873	7,605,052

EXPENDITURE
Executive Office	549,136		329,225		409,538		372,711	499,562
Paralympic Games*	140, 430		536,845		165,795		323,166	144,064
Administration*	2,093,382		2,180,103		2,531,137		2,827,558	2,988,984
Sports Budget*	512,603		619,766		1,654,163		1,697,496	2,665,317
Sport and IPSFs Relations	138, 810		87,282		64,144		43,816	26,155
Medical and Scientific	78,301		78,004		103,704		69,104	78,367
Finance	97,788		115,021		101,405		117,767
Media and Communication	102,944		62,606		110,238		110,605	108,085
Marketing and Fundraising	138,767		106, 600		146,731		159,752	164,288
Membership Services and Solidarity	34, 390		22,638		27,531		0	62,515
Development	112,188		142,985		96,121		0	161,353
Specific Project Expenditure*	273,749		1,879,307		651,152		1,089,736	693,299
Allocation to unrestricted capital reserve			200, 000		0		125, 000	0
Total Expenditure	4,272,488		6,360,381		6,061,659		7,125,271	7,591,992

Result	62,492		12,731		22,037		14.602	13, 060

S Table 3: IPC Annual Report 2008-2011)
Approximately 50 percent of the IPC’s funding comes from the Paralympic Games revenue as the IPC grants all the related marketing rights to the local Games Organizing Committees in exchange for a fixed rights fee.

Additional funds are also source from other, smaller sporting events, however longer term these have the potential for revenue growth.

PARALYMPIC SPONSORSHIP

Paralympic sponsorship is an agreement between an Paralympic organization and a corporation, whereby the corporation is granted the rights to specific Paralympic intellectual property and Paralympic marketing opportunities in exchange for financial support and goods and services contributions. Paralympic sponsorship programmes operate on the principle of product-category exclusivity. Under the direction of the IPC, the Paralympic Family works to preserve the value of Paralympic properties and to protect the exclusive rights of Paralympic sponsors.

Paralympic sponsorship programmes are designed to meet the following objectives established by the IPC:

To contribute to the independent financial stability of the Paralympic Movement.
To generate continual and substantial support through sustained, long-term partnerships.
To provide equitable revenue distribution throughout the Paralympic Family.
To ensure the financial and operational viability of the Paralympic Games.
To prohibit the uncontrolled commercialization of the Paralympic Games.

Paralympic sponsorship programmes benefit the Paralympic Movement in the following ways:

Sponsorship provides valuable financial resources to the Paralympic Family.
Sponsors provide support for the staging of the Paralympic Games and the operations of the Paralympic Movement in the form of products, services, technology, and expertise and staff deployment.

Sponsors provide direct support for the training and development of Paralympic athletes and hopefuls around the world, as well as essential services for athletes participating in the Games.
Sponsors provide essential products and services for broadcasters, journalists, photographers and other media.
Sponsorship activation enhances the Paralympic Games experience for spectators and provides the youth of the world with opportunities to experience the Paralympic ideals at the global and local levels.
Sponsorship support contributes to the success of the educational, environmental, cultural and youth-oriented initiatives of the Paralympic Movement.
Sponsors develop advertising and promotional activities that help to promote the Paralympic ideals, heighten public awareness of the Paralympic Games and increase support for the Paralympic athletes.

WORLDWIDE OLYMPIC PARTNERSHIP

The Paralympic Partners.

The Paralympic Partners (Picture 2) programme is the worldwide sponsorship programme managed by the IPC. The programme operates on a four-year term in line with the Olympic quadrennium.

The Partners generates support for the Organizing Committees of the Paralympic Games and Paralympic Winter Games, the NPCs and the IPC.

The Partners provides each Worldwide Paralympic Partner with exclusive global marketing rights and opportunities within a designated product or service category. The global marketing rights include partnerships with the IPC, all active NPCs and their Paralympic teams, and the two OCPGs and the Games of each quadrennium. The Partners may exercise these rights worldwide and may activate marketing initiatives with all the members of the Paralympic Movement that participate in the programme.

Paralympic Partners

Picture 2: (IPC 2003)

The IPC enjoys the support of a number of IOC and Olympic Games TOP (The Olympic Partners) partners (Picture 3) as well as other large global players in the corporate market.

TOP (The Olympic Partners)

Picture 3: (IOC, 2009)

The IPC must continuously raise sufficient funding to meet the rapidly increasing demands and opportunities of running major international events and support the development of its members.

FUNDAMENTAL OBJECTIVES OF PARALYMPIC MARKETING

To ensure the independent financial stability of the Paralympic Movement, and thereby to assist in the worldwide promotion of Paralympism.
To create and maintain long-term marketing programmes and thereby to ensure the future of the Paralympic Movement and the Paralympic Games.
To build on the successful activities developed by each Organizing Committee for the Paralympic Games, and thereby to eliminate the need to recreate the marketing structure with each Paralympic Games.
To ensure equitable revenue distribution throughout the entire Paralympic Movement – including the Organizing Committees for the Paralympic Games (OCPGs), the National Paralympic Committees (NPCs) and their continental associations, the Ifs and Other recognized international sports organizations – and to provide financial support for sport in emerging nations.
To ensure that the Paralympic Games can be experienced by the maximum number of people throughout the world principally via television coverage.
To control and limit the commercialization of the Paralympic Games.
To protect the equity that is inherent in the Paralympic image and ideal.
To enlist the support of Paralympic marketing partners in the promotion of the Paralympic ideals.

PARALYMPIC MARKETING REVENUE DISTRIBUTION

The IPC distributes over 90% of Paralympic marketing revenue (Graf 2) to organizations throughout the Paralympic Movement, in order to support the staging of the Paralympic Games and to promote the worldwide development of sport.

Marketing revenue distribution

Graf 2: IPC 2003

The Paralympic Movement is also a network bound by the concept of solidarity, whereby the wealthier nations provide support to those with more limited economic means. The International Paraylmpic Foundation was set up to attract funding to support the vision and development of the Paralympic Movement through specific initiatives and projects.
4. PROBLEMATIC IN THE MODERN PARALYMPICS GAMES AND PERSPECTIVES FOR THE PARALYMPICS GAMES IN THE ERA OF GLOBALIZATION.

Historically, people with disabilities have not been treated well by society. Over times they have been the focus of varying grades of pity, ridicule, refusal and isolation as the consequence of being 'different'. In that time and maybe now by some individuals common view of disability is as tragedy, disgrace, the result of sin, and God’s punishment.

Some of the problem regularly showed in the Paralympic sports, Paralympic Movement and Paralympic Games are the follow:

Lack of sporting facilities.
Poor resourcing of sports within the school system.
Difficulties in communication and access to individuals living in remote areas.
An ever-increasing demand on children’s time for study purposes.
Parents and the community in general being poor role models.
General misunderstanding of the important role of sport and exercise on the body’s health and well-being.

Another problem presented during the organization of some Paralympic sports events is that the Athletes are not included within the decision-making. As a result of this come complications for the athletes within the infrastructure for example the accommodation facilities, transport, stadiums, etc. That put athletes in non-comfortable situations. Also Athletes’ health during training and competition is an issue which spans the areas of education, information, treatment, prevention and anti-doping.

In the other point of view the IPC sees a bright future and is ready to match the challenges. This allows the Paralympic Movement and the IPC as its lead body to become more visible and more present. Therefore there are some points to present for future examination:

1. The IPC need the best Athletes at the Games but also need universality to ensure global representation – Top level competition is one of the most important components of the Games’ success. Therefore, ensuring that top Athletes complete in each Paralimpic sport.

2. Fair play in all aspects - to keep the Games in its premier position, fair judging and fair qualifying processes are basic things.

3. The Games are the most peaceful and “touching” event for most participating countries, so we must treasure and develop it - counting the member NPCs, the Paralympic Games have more member countries than the United Nations and are definitely the most universal and unique movement bringing together people and building international goodwill, co-operation and interaction. Not just in terms of its values and diversity, but also the beneficial effects of the Games, which transcend the sporting field.

4. The benefits for participants, spectators, viewers, consumers and stakeholders. - To stay in a premier position in today’s society and given the current economic situation. It is necessary to share its benefits. For the Paralympic Games to remain vibrant and appealing, it is also need to think about the commercial partners while giving priority to athletes and spectators.

5. Make the Games unique

6. Ensure the Paralympic brand is properly understood and managed.

7. Strengthen the IPC’s organizational capability and generate greater and more secure financial resources.

8. Build on current partnerships in particular with the IOC as well as developing new strategic partnerships.

9. Change perceptions about people with a disability and existing stereotypes.

10. Prioritize and facilitate the development of members in developing countries both through direct support and the support by other members.

11. Provide mechanisms to leverage the capabilities and resources of the members across the global community.

12. Ensure, together with the members, the quality and integrity of the athlete classification systems and athlete pathways.

13. Ensure, together with the members, the development and retention of volunteers.

CONCLUTION

This work demonstrated how “The Paralympic Movement” is at a point where it needs a renewed impetus and a new rush of hyper energy so that it can maintain the standards achieved and provide the platform for a new and far wider and deeper pool of Para athletes from grassroots to elite all over the world. The Paralympic Movement and Paralympic sports does not erect walls it builds bridges which links sport with social awareness thus contributing to the development of a more equitable society with respect and equal opportunities for all individuals.

There are not enough broadcasters in Paralympic sport. And since the last Paralympic Games, there have been a bit of contact with a broadcaster who didn’t do much Paralympic sport that are now willing to listen all the things about the Games. That’s all because now sports for people with a disability have changed drastically over the last few decades, drawing an increase in public awareness, in addition to researchers and scientists. The Outlook for the IPC and the Paralympic Movement is extremely promising. Membership is increasing, as are the number of people participating in Paralympic Sport across the world. We can see all that progress in the exciting signs that London 2012 did not just create a bubble, but that its legacy may be a lasting one. It has made people realize that athletes are athletes and people are people. It doesn’t matter if you’re an elite Olympic athlete or in a wheelchair, we’re all people. And everyone just wants to talk about the sport now, so that’s a big step in the Paralympic Movement. Even “The Mirror”, one of the biggest selling newspapers in the UK, stated: “The Olympics were glorious, and the Paralympics even better.” Even now day when a child sees a man pictured with an eye patch, a hook for a hand, a parrot on his shoulder and a wooden leg was an athlete as opposed to a pirate. Therefor there are children who now excitedly play “Paralympians” with dolls with missing arms, which might previously have been discarded as “broken”. This all brings us to look ahead to the coming seasons which herald a new arrival in Para-sports. Athletes have proven that the public is genuinely interested in those athletes and they don’t just have to wait for the Games to come for them to be genuinely interested in them.

The aim of this thesis was to present some of the problems presented in the sports for an athlete with a disability and also during the organization of the Games. Also where are the Games heading in this time of changes and its perspective. Thus this work I was able to address some of them, but there is still more to learn about this Movement.

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