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For brands, the Paralympic Games are often regarded as a golden opportunity to express support for the collective disabled community. Sponsorship, obviously, offers the most visible level of support in the moment. But what happens once the games have concluded? Does a brand continue to show up for its disabled consumers, or do they reserve their emphatic support for this small window time?
For the brands that made some of the biggest strides in accessibility in 2021, the answer was very clear.
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