The 2026 Milan Cortina Winter Olympics were a big success filled with unforgettable moments, drawing a strong global audience. But sport executives should stay tuned for the encore — the Paralympic Winter Games, held March 6-15. These Games, and future Paralympic Games, offer significant opportunities to increase engagement with the underleveraged disability market.

For decades, the adapted sport movement has been viewed through a charitable lens. But that outdated narrative is changing, and changing fast. The research is evident: The disability and sport market is not a niche market or “inspirational” storyline. It is an emerging growth market grounded at the intersection of innovation and inclusion. Sport leaders can no longer afford to overlook this valuable market and its measurable and scalable business opportunities.

Who should be paying attention? Understanding the disability community and its connection to sport presents a clear opportunity across multiple verticals, including branding, venue design, media, fan engagement, technology and product development. The disability and sport market is primed for significant growth — and ready for strategic investment.

Adapted Sport Movement Is an Economic Force

Findings from the 2024 Adapted Sport Economic Impact Study estimate that adapted and Para sport events generated nearly $164 million in total economic impact in the United States, reflecting a double-digit year-over-year increase.

The numbers confirm that the movement is growing, multifaceted and no longer driven solely by........

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