CMR Surgical (CMR) has today announced it has signed a gold-tier partnership with ParalympicsGB, becoming the team’s official medical device partner. As partner, CMR Surgical will launch an internal and external campaign called ‘human skill, redefined’ that aims to challenge perceptions around human ability.
CMR is committed to making surgery better for patients around the world – bringing the benefits of minimal access surgery (otherwise known as keyhole surgery) – to everyone that could benefit. The partnership with ParalympicsGB allows CMR to showcase the inspirational people – across sport and surgery – who redefine skill and those who make the impossible, possible.
Mark Slack, Chief Medical Officer of CMR Surgical, commented: “At CMR, we are passionate about enhancing human skill with technology to deliver the best surgical care. In ParalympicsGB, we see several core qualities that resonate with us as a business, and the surgical community more widely: from their ambition and determination to succeed, to the precision and control in their sport. We are delighted to use this partnership to really shine a light on those inspirational figures who have pushed boundaries and challenged perceptions around human ability.”
The sponsorship will involve a multi-channel campaign which will include print and digital advertising, paid social and PR as well as internal employee engagement activities.
The partnership comes with plans for the rescheduled Tokyo 2020 Paralympic Games intensifying with ParalympicsGB expecting a team of around 240 athletes to compete in 19 sports including newcomers Taekwondo and Badminton.
Penny Briscoe, ParalympicsGB Chef de Mission at Tokyo 2020, commented: “The Paralympics was founded in the UK by a surgeon in the 1940s and has grown to become one of the world’s largest and most exciting sporting events. We take great pride in the way the teams now inspire huge audiences across the globe to reconsider the true meaning of ‘ability’. It’s brilliant for us to go back to our roots with this sponsorship and work with a company that shares similar values which support the preparation of ParalympicsGB ensuring our athletes are truly impossible to ignore.”
ParalympicsGB captured the imagination of the British public at London 2012 winning 120 medals in front of sell-out crowds with countless memorable performances.
The team eclipsed that performance at Rio 2016 winning an outstanding 147 medals including 64 golds to finish second in the overall medal table. The rescheduled Tokyo 2020 Paralympic Games will be staged from 24th August to 5th September.