NatWest has signed up to be the official banking partner of ParalympicsGB in a deal which underlines the unique marketing firepower of the games.

The partnership comes as a growing number of brands look to drive greater inclusivity and equity in their sports sponsorship investment. Paris 2024 increased the focus on closing the sports sponsorship investment gap.

In addition, the bank has extended in partnership with Team GB and will support both teams through the Milano-Cortina 2026 and Los Angeles 2028 Olympic and Paralympic Games. NatWest began its partnership with Team GB in 2023 and the addition of ParalympicsGB to the sponsorship mix will build marketing momentum. 

The deal also encompasses support for the Youth Olympic Games 2026. It will feature tangible support for Team GB and ParalympicsGB athletes. This will include access to NatWest products, services and support tools that suit how athletes live, train and earn money.  

Marg Jobling, Group Chief Marketing Officer at NatWest, explained: “Seeing the incredible British athletes in action last summer was awe inspiring – and created a buzz of excitement for our colleagues, customers and communities across the UK.” 

She continued: “I’m absolutely thrilled that we’ve been able to welcome ParalympicsGB to our family. It was something we’d always wanted to do and now it truly completes our team, along with the extension of our Team GB partnership. The partnerships have universal appeal – they are among the most loved sports teams in the UK - and the Paralympics GB team gives us even more relevancy, with 1 in 4 people identifying as having a disability which of course includes customers and colleagues.” 

David Clarke, CEO at ParalympicsGB, added: “We are delighted to be working with NatWest alongside their incredibly successful partnership with Team GB. There is so much we can achieve together to build on the incredible sporting success and wider social impact of Paris 2024 and are excited by the positive contribution we can make in communities for disabled people.”  

He continued: “Paralympic sport has a unique power to inspire and unite while also challenging perceptions and breaking down barriers for all disabled people and this partnership will be vitally important to helping us achieve our ambitions.” 

Andy Anson, CEO of Team GB, said: "NatWest’s support has made a huge difference to Team GB throughout our partnership to date.  Their backing helped us create the right conditions for our athletes to succeed at Paris 2024, and we know it will continue to have a significant impact as we head towards Milano-Cortina 2026 and Los Angeles 2028. We are incredibly proud to have NatWest on board for a further four years, and look forward to building on our work to support our athletes and inspire the nation together, along with our colleagues at ParalympicsGB.” 

Natwest’s Jobling adds: “The possibilities for working with both teams are so exciting. We want our partnerships to make a positive and long-term impact on everyone they touch - through our community programmes, the pride it builds in our brands and the opportunities to inspire colleagues and customers. There’s so much we can learn from each other – three teams at the top of their games, winning together - and I can’t wait to see where it takes us.” 

The Paris Paralympic Games 2024 delivered landmark marketing moments. When less than 1% of adverts showcase disability, but 20% of the world is disabled, there is a huge opportunity for brands to embrace inclusion to drive commercially effective marketing.