How the Special Olympics Used Pandemic-Driven Innovation to Improve Inclusion

Kelli Seely explains how the pivot to virtual sports drove audience engagement and awareness

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While the pandemic forced every sports league to find new ways to compete safely and engage fans from a distance, the Special Olympics had the added task of ensuring 6.5 million athletes with intellectual disabilities weren’t pushed further to the margins.

At the Brandweek Sports Marketing Summit, Special Olympics chief marketing, communications and development officer Kelli Seely discussed how centering athletes’ voices in every initiative successfully solicited user-generated content and brought challenges faced by people with intellectual disabilities to the forefront on a global scale.



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