Sponsor Spotlight -- Samsung Paralympic Video; IHF Extends Sponsor

(ATR) Samsung releases video for Sochi Paralympics ... Adidas continues sponsorship for International Hockey Federation.

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Samsung Paralympics Video Campaign

Samsung unveiled its video promotional campaign for the Sochi 2014 Paralympics Thursday.

The videos, entitled "What’s Your Problem, Sport Doesn't Care," are designed to show Paralympians solely as athletes rather than people with disabilities.

Six Paralympians are shown during the struggles of their training with little focus on the disabilities that each carry. The video’s focus is to show how sport accepts all athletes, and training hard enough allows everyone to compete.

"Conversations around the Paralympic Games tend to focus on disability over athleticism," Younghee Lee, EVP of global marketing at Samsung, said in a statement.

"As a brand with a passion for sport, Samsung aims to make the dialogue more empowering, focusing on the courage and performance of athletes and encouraging participation. We believe this campaign will inspire more people to become engaged and involved in the Paralympic Games."

Watch the video here:

IHF Extends Longtime Sponsor

The International Hockey Federation extended their sponsorship with Adidas until 2017.

The German sportswear company had been a sponsor of IHF for five decades. You can watch Gunter Weigl from Adidas and Dr. Hassan Moustafa from the IHF discuss the deal here:

Written by Aaron Bauer

20 Years at #1: Your best source of news about the Olympics is AroundTheRings.com, for subscribers only.

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