In the last three years, businesses have shown interest in not only contributing to the Paralympic team's success, but also in aligning themselves with the athletes' values. Our athletes succeed in their competitions. All their stories have a real and positive impact on the public. Often, instead of featuring a product, a commercial will highlight the value of our athletes. They are introduced as ambassadors to make that association.
The platform is important to us. It must be presented on television or through digital channels to encourage sponsors to become more involved. Obviously, the more the businesses become involved, the more the movement will be promoted. The businesses thus showcase their values, and not only a product.