NatWest has announced a partnership with Channel 4 to sponsor the coverage of the Milano Cortina 2026 Paralympic Winter Games. This collaboration aims to deliver extensive broadcast content, elevating the visibility of the Paralympic Games in the UK.
Details of the Sponsorship
The sponsorship will encompass approximately 50 hours of live and on-demand coverage on Channel 4’s platforms. This includes a range of programming from the Opening Ceremony, scheduled for March 6, 2026, to the Closing Ceremony on March 15, 2026.
- Royal Bank of Scotland branding will feature prominently in Scotland.
- Daily session highlights and tailored social media content will showcase key moments from the Games.
- Notable athletes, including Scott Meenagh and Jade Etherington, will represent ParalympicsGB in promotional content.
Event Coverage and Accessibility Features
Channel 4’s live coverage will highlight up to 665 elite athletes from around 50 nations competing for 79 medals across six sports:
- Para Alpine Skiing
- Para Biathlon
- Para Cross-Country Skiing
- Para Ice Hockey
- Para Snowboarding
- Wheelchair Curling
Significantly, all coverage will be subtitled. Live audio descriptions will be available each day starting at 10:30 AM. A daily highlights program will also feature live British Sign Language translations. Notably, the Opening and Closing Ceremonies will be simulcast with descriptive commentary and closed captioning during ad breaks.
Statements from Key Figures
Margaret Jobling, Group Chief Marketing Officer at NatWest, emphasized the partnership’s focus on inclusion and support for Paralympic athletes. She stated, “Our collaboration with ParalympicsGB reflects our commitment to enabling opportunities for all, promoting understanding of diversity and inclusion.”
Channel 4’s Chief Commercial Officer, Rak Patel, expressed enthusiasm about NatWest’s involvement. He noted, “With one month until the Paralympic Winter Games, this partnership underscores NatWest’s pivotal role in our coverage. The introduction of 100 percent closed caption subtitling in ceremony ad breaks highlights our ongoing commitment to accessibility.”
This sponsorship marks Channel 4’s eighth time covering the Paralympic Games, reinforcing their dedication to showcasing the incredible talents of Paralympic athletes and advancing inclusive broadcasting for all audiences.
