21 Oct 2019
Mike Peters appointed CEO of International Paralympic Committee
BY Tom Walker
The International Paralympic Committee (IPC) has appointed two-time Paralympian Dr Mike Peters as its new CEO.
Peters – who captained the USA 7-a-side football team at the Atlanta 1996 and Athens 2004 Paralympic Games – will replace Xavier Gonzalez, who had held the role since 2004. Gonzales has been widely credited with transforming the IPC into one of "the most respected governing bodies in world sport".
Peters is an internal appointment. He first joined the IPC in March 2015 as chief of staff and acting director of the membership engagement department. He was appointed chief operating officer in July 2018.
“With the IPC celebrating its 30th anniversary this year, it is important to recognise that we are part of a lasting legacy, comprised of immensely dedicated and talented individuals from around the globe," said Dr. Peters.
"It is also important to recognise this new and exciting era facing the IPC, one that requires a meaningful shift in how we do business.
“What the IPC has achieved during its first three decades has been absolutely incredible, and I am thrilled about what more we can do in the Paralympic Movement together in the years to come.”
Peters' appointment comes as the IPC launched a new brand identity as part of a wider strategy to make the Paralympic brand "more impactful and meaningful to a global audience".
The new brand narrative – Change Starts with Sport – has been created to better communicate the transformational impact the Paralympic Movement has on society.
The Agitos, the Paralympic symbol, has also been redrawn and recoloured in order to future-proof it for a digital-age – the first overhaul the iconic logo has undergone since its launch in 2004.
“The Paralympic brand has the potential to be one of the most transformational and powerful on earth, impacting and improving the lives of the world’s one billion persons with disabilities," said Craig Spence, the IPC’s chief marketing and communications officer.
“To achieve this, it is important that more people are exposed to and engage with the Paralympic Movement, understand its purpose and recognise its transformational impact in changing the world for the better.
“As part of our new brand strategy, we have refreshed our look and developed a clearer narrative that globally positions the IPC vision to make for a more inclusive world through Para sport.
"Going forward, we will make more of our challenger brand status and the authentic down-to-earth approach that has got us to where we are today.
"We will be bold in all our activities, disrupting the norm if needed to initiate change.
"Finally, we will make more of the uplifting stories the Paralympic Movement has to offer and, like our athletes, be relentless in everything that we do.
“By adopting this ambitious strategy in the run-up to the Tokyo 2020 Paralympic Games and beyond, we hope to work closer with our members, broadcasters, commercial and strategic partners in order to make our world a better place for all.”
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