Company planning raft of initiatives at sports series for people with disabilities.
Marvel has been named as the headline sponsor of the Superhero Tri – and event which forms part of the Superhero Series for people with disabilities.
The event – which takes place on August 17 at Dorney Lake – will see some 1,500 people, aged between three and 81, compete.
As part as Marvel’s sponsorship of the event, superhero characters will be on hand to tell stories and support participants, reported Sport Industry Group.
Competitors are encouraged to use any method of support required to compete the Superhero Tri, with floats, boats and adaptive bikes all permitted on the course. Participants and their ‘sidekicks’ – non-disabled family and friends – are also encouraged to dress up as their favourite superhero.
Marvel will undertake a raft of initiatives including giant LEGO models of Thor’s Hammer, Captain America’s shield and the Infinity Gauntlet. Performers from Marvel Universe Live will also lead the ‘Power Up’ session for participants ahead of the race.
The sponsorship forms part of Disney UK’s wider Healthy Living campaign – this looks to use the power of popular characters to inspire children and families to be more active.
“There are more than 13 million people with disabilities in the UK, but only around one in eight regularly take part in sport,” commented Marianthi O’Dwyer, vp of Healthy Living UK at The Walt Disney Company. “The Superhero Series aims to reduce barriers to entry into disabled sport, offering a great opportunity for families in the disabled community across the country to come together, get active and most of all, have fun.
“Marvel stories are all about ordinary humans finding their inner power, so we’re delighted to play a role in this year’s event and help make the day even more epic and inspiring for everyone involved.”
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