Collaborating to change the landscape of sport
What a brilliant event last week Levelling the Field – The Para Sport Narrative, hosted by Changing the Narrative in Sport and MATTA in support of Asociación Play and Train. A sold-out room of federations, athletes, organisers, and charities came together to discuss the future of para sport – and one message rang loud and clear: collaboration is key.
Two powerful panels explored the path forward:
Panel 1
Inspiring Communities - Driving Participation Through Local Initiatives
Moderating both panels gave our Disability Sports Lead, Marina Logacheva, a brilliant chance to exchange ideas with leaders driving the future of adaptive sport.
We’re excited for what comes next — and proud to be part of a growing movement putting para sport exactly where it belongs: front and centre.
Panel 2
Game Changers - Innovations & Trends in Para Sport
Looked at how para sport is evolving through technology, storytelling, and commercial investment. The panel highlighted the crucial role of broadcast and visibility in growing awareness of adaptive sport and unlocking brand partnership opportunities. The energy in the room was electric – filled with purpose, ideas, and the drive to do more. And the data supports the urgency: para sport audiences are not only three times more engaged than average on social media, they’re also more affluent and values-driven. Inclusive campaigns don’t just perform better on recall and purchase intent- they resonate with Gen Z, build brand loyalty, and deliver tangible business results.
Moderating both panels gave our Disability Sports Lead, Marina Logacheva, a brilliant chance to exchange ideas with leaders driving the future of adaptive sport.
We’re excited for what comes next — and proud to be part of a growing movement putting para sport exactly where it belongs: front and centre.
