Disability Sports Alliance Backed by Paralympic Champion Launches to Drive Awareness of Disability Sport
- Paralympic heavyweight, Richard Whitehead MBE, gets behind the launch of the Disability Sports Alliance (DSA)
- The new digital platform created by Cube International is designed to elevate disability sport
- Exclusive research from newly established DSA highlights huge awareness issue with two-thirds (67%) of UK adults unable to name a competitive or retired disabled athlete
- Almost three-quarters (74%) of UK adults think disability sport should be promoted more
- One in two (51%) say they enjoy watching paralympic sport but only 14% can name a disabled athlete currently competing
Cube has launched a brand-new digital story-telling platform, backed by Paralympic gold medallist and world champion, Richard Whitehead MBE, to drive awareness of disability sport.
The Disability Sports Alliance (DSA) will collect, share and communicate the experiences of the world’s most talented but unrecognised disabled athletes. Using inspirational stories from Paralympic and disabled athletes including champion sprinter, Sophie Hahn MBE and wheelchair basketball player, Siobhan Fitzpatrick, the DSA hopes to normalise the conversation around disability sport and drive awareness of its athletes on a global scale.
Founded by Cube International and spearheaded by former international footballer and MD of the Women’s Sports Alliance, Jordan Guard, the DSA celebrates the achievements of elite disabled athletes, and in doing so, intends to build a passionate and inclusive community capable of inspiring the next generation of athletes and sports fans.
Richard Whitehead MBE, a Paralympic Gold medallist and four-time world champion runner, is fully supporting the launch of the platform and has become a Director for the DSA.
Whitehead and his ParalympicsGB teammates propelled disability sport into the limelight at the London 2012 Paralympics, but new research commissioned by the DSA shared today, exposes a huge lack of awareness still exists in the UK – more than a decade after the celebrated event.
The exclusive study found that two-thirds (67%) of UK adults cannot name a single competitive or retired disabled athlete. And while one in two (51%) say that they enjoy watching paralympic sport, only 14% could name a current disabled athlete.
In addition:
- More than three quarters believe disability sport should be shown on free-to-air TV (78%) or promoted more in the UK (74%)
- Younger adults (18-34) enjoy watching disability sport more than older adults (35-54 and 55+) (57% v 49% v 49%)
- Former swimmer, Ellie Simmonds, is the most recognised disabled athlete, followed by Tanni Grey-Thompson and Jonnie Peacock
- 71% of UK women cannot name a competitive or retired disabled athlete
- 63% of UK men cannot name a competitive or retired disabled athlete
- 86% of UK adults cannot name a single competitive disabled athlete
- 76% of UK adults cannot name a retired disabled athlete
Richard Whitehead MBE said: “My peers in the Paralympic community are some of the most tenacious, fierce and impressive competitors in sport. Many have overcome the odds stacked against them to become world champions. The Disability Sports Alliance will help elevate their untold stories and create role models capable of inspiring a new generation of athletes. I’m incredibly proud to be part of the Disability Sports Alliance and extremely excited for a new era in disability sport.”
Jordan Guard, MD of the DSA, said: “The UK is truly passionate about sport and has taken a global leadership role in the staging of international para-athletic sporting events and their media packaging.
“But despite the heroics of disabled athletes who often have to work far harder to achieve success than their non-disabled counterparts, our research shows that we need to redouble our efforts to bring these sportsmen and women to the forefront.
“We know there is a latent appetite among the public to bring their sporting enthusiasm to bear, so our role at the DSA is to help to draw all the elements together to challenge misconceptions and reveal the competitive, gruelling, thrilling, technical and exciting nature of disability sport to fans, aspiring athletes, brands and governing bodies who may not have followed it, or been involved, before.”
Andy Moss, Cube International’s Chairman, said: “At Cube, sport is at the heart of our motivation. We passionately support talented athletes and champion initiatives that make an impact. We are proud to be able to attribute time, funding and our skills and expertise, to develop and support the DSA. Our goal is to inspire and empower future generations and make equality and accessibility standard rather than a goal to strive for.”
Check out the DSA RIA Alliance Partner profile here .