As you approach Olympic Park you cannot but be impressed by the image of UK’s Ellie Simmonds who, at 17 years, is swimming at her second Paralympics. So far she has won 2 golds, 1 bronze and a lot of hearts. But she is not the only UK Paralympian benefiting from sponsors’ support. There are many others in print and TV who are enjoying their moment in the sun.
The challenge for athletes, and sponsors alike, is will this Paralympic marketing golden era continue when it is no longer a home Games and the focus shifts to Sochi 2014 and Rio 2016?