BT unveils Paralympic ident series

BT revealed details about the series of idents it has created featuring athlete ambassadors as part of its sponsorship of the coverage of the Paralympic Games.

The 30 TV idents will feature Paralympians such as sprinter Jonnie Peacock, javelin thrower Nathan Stephens and Lee Pearson who performs Equestrian, talking about the emotions they experience when they compete.

The films will also feature the athletes at iconic British landmarks, including Brecon Beacons, Bright Pavilion and Giant’s Causeway. They will run on Channel 4 from the start of its coverage of the Paralympic Games until the closing ceremony on 9 September.

BT has committed to supporting GB’s Paralympic Team beyond 2012 until Rio 2016, as well as sponsoring the annual BT Paralympic World Cup.

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