2024 was an outstanding year for ParalympicsGB. After two covid-effected Games, Paris put on a wonderful Games, welcoming thousands of fans back and we were delighted to finish second on the medal table, winning 124 medals, 49 of which being gold.
Away from the field of play and commercially speaking, we enjoyed rapid growth, outperforming our commercial revenue compared to the same time in the Tokyo cycle by an additional 40%. We also utilised our partnership with TikTok to drive fan numbers and engagement, building new fans across all our social media channels, most notably a 1300% and 37% rise across TikTok and Instagram respectively.
Away from the field of play we launched our new social impact strategy that focused on 3 key pillars: 1) Equitable access to sport and physical activity, 2) Championing disability inclusion and 3) Transforming understanding of disability. All three of these strands were heroed by our open letter to the Prime Minister calling for action to enable inclusive PE in schools with statistics showing that only 1 in 4 disabled children currently regularly take part in sport at school. We also wrote our sustainability strategy, due for publication before the end of the year, which was written in line with 6 of the UN sustainable development goals.
Finally, we championed staff development and wellbeing through a year long series of workshops and webinars, ensuring the wider team felt connected and supported at Games time.
