This study analyzes the current state and challenges of corporate support for parasports, focusing on companies that underwent organizational reforms in response to the Tokyo 2020 Olympic and Paralympic Games, which are collectively referred to as the Tokyo Games. The Tokyo Games served as a platform for technological innovation and highlighted the growing importance of the Sustainable Development Goals, or SDGs. In this context, companies increasingly aimed to balance profit-making with social contribution, leading to a shift in their approach to sponsorship.
The study investigates how companies influenced by the Tokyo Games understand the core values of parasports, such as diversity and the creation of an inclusive society. It also examines the extent to which these companies have implemented initiatives to integrate parasports into society as part of the legacy of the Paralympic Games. Three hypotheses were proposed and tested.
1. Companies focusing on the Tokyo Games established departments to promote the Games.
2. While such departments were often dissolved after the Games, companies that understand the values of diversity, equity, and inclusion—commonly known as DEI—have continued to maintain related departments..
3.Since DEI has become a socially essential issue, companies that promoted the Tokyo Games have been contributing to parasports directly, including hiring para-athletes and supporting parasports.
An analysis of articles from Nikkei Sangyo Shimbun and other sources provided support for Hypotheses 1 and 2. Hypothesis 3 was partially supported. While more than 60 percent of companies were confirmed to be involved in parasport support, it was not possible to determine the activities of the remaining companies.
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