‘Auténticos Referentes’, the new Cofidis campaign that pays tribute to Paralympic sport


The financial company Cofidis, sponsor of the Spanish Paralympic Committee (CPE) through the ADOP plan since 2011, has launched this Tuesday the ‘Auténticos Referentes’ promotional campaign with the aim of “highlighting the greatness and achievements” of the Paralympic athletes.

Showing themselves “in a unique and surprising way”, as indicated by the CPE on its website, the swimmer Sarai Gascón and the athlete Desirée Vila will be protagonists of the project and will be accompanied by the influencers @mamireporter and @ac2ality, “taking to the streets of cities like Madrid and Barcelona to interact with the public”.

“The other visible face will be that of the judoka Sergio Ibáñez, who will be in charge of challenging the participants with different challenges. The campaign includes four different types of content: Quiz, Super Reporters, Challenges and Hidden Camera,” the note added. press.

“Through games and dynamic questions, the aim is to show the Paralympic athletes as the true stars that they are and highlight their incredible sporting career. The initiative is a declaration of intent that seeks to put on stage a reality that often goes unnoticed in society. society: the impressive performance and dedication of the Spanish Paralympic athletes,” the note stated.

Ibáñez, who has a 79% visual disability, was runner-up in Tokyo 2020 and has been alternating Paralympic judo with conventional judo for years. In Gascón’s case, even though he was born without part of his left arm, he has won eight medals in four Paralympic Games.

For his part, Vila’s right leg had to be amputated due to medical negligence in March 2015. He was at the Tokyo Games, where he experienced his first participation in the biggest event in Paralympic sport, and holds the Spanish record for jumping. long and 100 meters.

“The action is designed to generate emotional and authentic reactions in the public, which will allow the audience to connect in a meaningful way with the Paralympic athletes and their incredible story,” commented Joachim Rolland, Director of Digital Business and Marketing at Cofidis, whose campaign It can be followed on social networks and on the ‘Live more lives’ blog.