Dame Sarah Storey claims lack of exposure is damaging para athletes

In the lead-up to the BBC Sports Personality of the Year award, Dame Sarah Storey, a prominent Paralympian and the most decorated in Great Britain’s history, expressed concerns about the visibility of para athletes in sports media. Storey recently celebrated winning her 18th and 19th gold medals at the September Paralympic Games in Paris, which contributed to her nomination for the award. However, she pointed out the ongoing issue of minimal coverage between the Paralympics, asserting that para-sport tends to vanish from the public eye during the four years leading up to the next Games, significantly limiting the recognition for its athletes. During her previous nominations in 2012, 2016, and 2021, Storey did not secure a top-three finish, which she attributes to the inadequate media exposure of para sports. She cited the need for greater coverage of para-sport outside the Paralympic events, mentioning that without consistent visibility, the public remains unaware of athletes' successes and contributions to the sports industry. Despite improved funding resources, particularly with the contribution from the National Lottery, Storey criticized the Union Cycliste Internationale for not adequately promoting para cycling events. She argued that the focus needs to be on not only funding but also creating a narrative that highlights athletes' journeys and achievements throughout the competition cycle. Enhanced TV representation of World Championships and World Cup events will help build a more recognized and respected brand for para sports. Leaving her mark on the sport, Storey emphasized that without proper media coverage of these standalone events, it is challenging to draw attention to para athletes. Her experience with the recent Dancing on Ice platform, where she had to withdraw due to an injury, exemplified the disconnect between known personalities in sports and the need for increased recognition of para athletes. As she gears up for the awards show scheduled for December 17, she remains optimistic about inspiring change in the representation of para sports in the future.