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In his closing speech the then IPC President Sir Philip Craven described London 2012 as "the greatest Paralympic Games ever". London 2012 set the benchmark for all future Paralympic Games. The event broke multiple records and created massive shifts in attitudes and perceptions towards persons with disabilities. London 2012 did not just inspire a generation but transformed a nation forever.
For the first time, the Games were positioned by the Organising Committee, media, broadcasters and commercial partners as a high performance sporting event. Para athletes were promoted on the strength of their amazing abilities, as opposed to their perceived disabilities.
Every worldwide Olympic partner signed up as a Paralympic sponsor, and many Paralympians starred in TV and billboard campaigns. British broadcaster Channel 4 led the way with its multi-award winning Superhumans TV commercial, and their breathtakingly innovative Games coverage was watched by two thirds of the UK population.
The Games attracted a record-breaking 4,237 Para athletes (2,736 men and 1,501 women) from 164 countries. They competed in 503 medal events across 20 sports in packed venues after a record 2.7 million tickets were sold. Fifteen NPCs competed for the first-time ensuring record participation in the Games.
More broadcasters than ever…
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