What were the legacy strategies of the London 2012 Olympic and Paralympic stakeholders? An analysis of the corporate sponsors, media broadcasters, the UK Government, disability sport and disability organisations.

1. Strategies of London
2012’s Stakeholders
Dr. Shane Kerr

2. London 2012
Paralympic
Stakeholders

3. Corporate Sponsors
• Pre-London 2012 assessment
• Paralympic sponsorship advantages
• Power of the Paralympic narrative
• Conventional and Paralympic specific risks

4. Media: Channel 4
• Channel 4, not the BBC
• Initial calculations
• Stimulating legitimate demand
• Struggles for and of media’s recognition
• Balancing the representation of disability and sport

5. Government & LOCOG
• Cross-organisational strategies
• Paralympic Legacy Advisory Group (PLAG)
• Legacy (legitimacy)
• “Inspired by London 2012”: decentralising legacy

6. Disability Sport
• Legacy or momentum?
• Passive to active engagement
• London 2012 as a threat
• Disability sports development…
• A long term game
• Supply and demand

7. Disability Groups
• Symbolic representation of disability
• Austerity politics:
• Paralympian vs ‘Benefit Scroungers’
• ATOS
• The Paralympic-Disability Gap

8. Conclusions
• Integrated and cross-organisation inclusion
• Leverage disabilitysport and disability stakeholder
• Initiate planning now
• Focus on mechanisms
• Be realistic and recognise limitations

9. Strategies of London
2012’s Stakeholders
Dr. Shane Kerr
shanekerr2012@gmail.com