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BT signed a four-year sponsorship deal to back the Paralympic World Cup - the largest annual international multi-sport competition in the elite disability calendar.
This year's event takes place in Manchester, UK, from May 20-25 and South African sprinter Oscar Pistorius, (pictured) one of the world's leading Paralympic athletes, is looking forward to it. Pistorius, who is now also a BT Ambassador, said: "The BT Paralympic World Cup is a special event for me.
"My aspiration is to qualify for London 2012 in both the Olympic and Paralympic Games, so the event is a very important stepping stone.''
ParalympicsGB host the event and their chief executive Phil Lane said: "Since its inception in 2005, the Paralympic World Cup has become an important event in the elite disability sport calendar and I am delighted that a company with BT's global stature is supporting it.
"Not only does the BT Paralympic World Cup raise the profile of disability sport in Great Britain between the Paralympic Games, it also gives our athletes an opportunity to compete on home soil against the world's best, which is vital preparation for the Paralympics.''
It is also set to be a useful stepping stone for British athletes, whose impressive performance at last year's Beijing Paralympics saw them win 42 golds and second place in the medal table.
BT's rights include extensive branding at all events, tickets and other additional marketing rights. There will also be opportunities for BT people to be involved through volunteering.
BT group marketing and brand director Suzi Williams said: "After the fantastic success of the Paralympic Games in Beijing, we have all been touched by the awesome inspirational power of the Paralympics. That is why BT is proud to support this event and help raise the profile of disability sport globally.
"The BT Paralympic World Cup is a wonderful opportunity for the world's best Paralympic athletes to take part in elite competition as they look towards the London 2012 Paralympic Games.''
Sports Minister Gerry Sutcliffe described the Paralympic World Cup as "a fantastic showcase event for our most talented athletes with a disability''.
Beth Haller, Ph.D., is Co-Director of the Global Alliance for Disability in Media and Entertainment (www.gadim.org). A former print journalist, she is a member of the Advisory Board for the National Center on Disability and Journalism (https://ncdj.org/). Haller is Professor Emerita in the Department of Mass Communication at Towson University in Maryland, USA. Haller is co-editor of the 2020 "Routledge Companion to Disability and Media" (with Gerard Goggin of University of Sydney & Katie Ellis of Curtin University, Australia). She is author of "Representing Disability in an Ableist World: Essays on Mass Media" (Advocado Press, 2010) and the author/editor of Byline of Hope: Collected Newspaper and Magazine Writing of Helen Keller (Advocado Press, 2015). She has been researching disability representation in mass media for 30+ years. She is adjunct faculty in the Disability Studies programs at the City University of New York (CUNY) and the University of Texas-Arlington.
From Sporting Life:
