Oct 29 2025

Designing a brand for the future of Para sports

When we started shaping the identity of the European Para Championships, back in 2022, we weren’t just creating a brand. We were laying the foundation for a shared belief.

We asked ourselves a simple but important question: what should a Para sport event offer Europe? Not just now, but in the years ahead? The answer came quickly. We needed something bold, something built to last. A brand that could stand confidently in stadiums, speak clearly through screens, and feel relevant in classrooms, boardrooms, and communities. A brand that reflects the excellence of the athletes who compete here.

That’s how the European Para Championships Brand Playbook came to life. It’s not just a set of guidelines. It’s a shared direction, a way to represent Para sport with purpose, and to help shape its future.

It starts with a promise

Now is the time to build a stage worthy of Para athletes. And with the right partners, we can shape what comes next, together.

From that promise, we’ve built a brand grounded in three core commitments:

Inclusive by design – because representation should be the starting point, not an afterthought.
Sustainable by default – because responsibility in sport isn’t optional.
Built for future generations – because legacy matters more than visibility.

Why this matters

Today, brands are remembered not for what they say, but for what they stand for, and who they stand with.

The European Para Championships offer a platform where values come to life. A space where purpose is more than a statement. It’s something you can see, feel, and be part of.

Our playbook brings this vision to life through tone, color, symbol, and story. But its real strength lies in its long-term thinking. This isn’t a one-off campaign. It’s a brand architecture designed to grow, with future editions already in the works for 2027, 2031, and 2035.

That’s why we’re not just looking for sponsor logos. We’re looking for partners. Brands that want to help build something meaningful and lasting. Together, we’re creating a stage where Para athletes are not just included but celebrated. Where their stories are heard. Where their achievements inspire. And where their visibility drives real change.

If that sounds like something your brand wants to be part of, then maybe it’s time we opened the box, together.