After reading two stories one in the US from CNBC and another from CBC about the marketing of Paralympic athletes, I really wanted to make a point to watch the Gold Medal Game to see the skill and viability for this to be on all the time.  

At the end of the day, that is what marketers are deciding upon is will people consume Paralympic sports, digest it and potentially buy their products if they advertise with it.  

As I am writing this blog, it is the second period and a 1-0 lead by the Americans that is highly entertaining.  Their is contact like you find in the National Hockey League, their are scoring chances with breakaways and incredible athleticism with these athletes using not only their arm strength to power their sleds down the ice but using those same sticks to then shoot the puck.  

The Americans have a player who is lightning fast named Josh Sweeney that would compare with any of the fastest NHL players like Pavel Datsuyk has been really fun to watch.  

From a movie we all have heard this line, "If you build it, they will come", I can tell you that watching this hockey game, I certainly would watch again for international play if it was put in front of me.  It's a good product.

Outside of this hockey game, I have had the opportunity to meet many of these athletes like Amy Purdy, Tatyanna McFadden, Rico Roman, Heath Calhoun, Billy Bridges, April Holmes and what I know is that whatever country they might be competing for that they are doing it at full speed and maybe without a limb or two, but they are super skilled athletes and excelling at it.  I think that corporations should recognize that on a more consistent basis.  

Take a step back from your fear and DO THE RIGHT THING.

Here in Sochi here are the Paralympic Partners in the US who deserve credit for their current commitments (note their may be more but this is who I know because they activate really well):

The Hartford

BP

Citi

P&G

BMW USA

Nike

Ralph Lauren

Liberty Mutual

Global Partners

GE

Megafon - Russian Company

Panasonic

P6K - Russian Company