In this episode of Strategy, Story & Stakeholders, host Max Forsyth sits down with Craig Spence, the Chief Brand and Communications Officer for the International Paralympic Committee (IPC).
With over 15 years at the helm of the IPC’s narrative, Craig shares how the Paralympic Games serve as a monumental catalyst for global social change. This isn't just about sport; it’s about a movement that improves the lives of the world’s 1.3 billion people with disabilities. From changing Japanese legislation to making the Paris Metro more accessible, Craig discusses the tangible legacy left behind long after the closing ceremonies.
Looking ahead to the 2026 Winter Olympics and Paralympics in Milano Cortina, Craig highlights the strategic priorities for ensuring the games deliver both world-class sport and a lasting societal impact.