JYSK's support boosted during the 2024 Paralympics

The 2024 Paralympics were a record-breaking event, with unprecedented participation and media coverage. At JYSK, the commitment to parasports reached new heights, engaging employees and celebrating the athletes’ achievements.

Denmark: A legacy of support

The JYSK journey with parasports began in 1988, thanks to the founder Lars Larsen and his wife Kristine Brunsborg. This year, Kristine kicked off the Paralympic campaign with a heartfelt video, sharing the history of the sponsorship with all Danish employees. The Brunsborg family’s support extended on to the games as six JYSK representatives, including Kristine Brunsborg and their grandson Søren Brunsborg cheered on the athletes from the stands.

In the months leading up to the Paralympics, Danish employees received inspiring video diaries from two para-athletes. During the games, the excitement was kept alive with daily updates from a Danish long jumper who won a bronze medal in Paris.

The celebrations culminated at JYSK Head Office in Brabrand, where medal-winning athletes shared their experiences with a cheering crowd of JYSK employees.

Norway: First-time competitors and product support

For the first time, all JYSK-sponsored Norwegian athletes competed in the Paralympics. Badminton player Helle Sofie Sagøy brought home a bronze medal.

JYSK Norway supported Team Norway with GOLD mattresses both to update their bedrooms at home in Norway, before the games, and to make the stay in the Paralympic village more comfortable.

Before the games JYSK Norway promoted the sponsorship in all 108 JYSK stores. And after the games the athletes were invited to JYSK Norway’s annual retail kick-off, and received a big applause for their achievements under the Paralympics in Paris 2024.

Finland: CONTRIBUTING TO A COMFORTABLE TRIP

For the Finnish team, JYSK Finland made the Paralympic Village feel like home for the athletes. JYSK furnished their outdoor area with garden furniture and lounge sets, and provided neck pillows, water bottles, and other comforts for their travels.

JYSK store employees in Finland cheered on the athletes with patches, posters, newsletters and organised competitions with JYSK and Paralympic-themed products as prizes.

Romania: Celebrating Achievements together

In Romania, JYSK was present at Henri Coandă Bucharest Airport to welcome the Romanian delegation returning from Paris. Together with athletes’ friends, families, and government institutions, the two Romanian medalists were celebrated: a gold for Alex Bologa in blind judo and a bronze for Camelia Ciripan in table tennis.

In the same timeframe as Paralympics, JYSK Romania was also proud to announce a new four-year sponsorship contract with the Romanian National Paralympic Committee. This partnership will support Romanian Paralympic sports through the next Paralympic cycle, leading up to the 2028 Los Angeles Games.

Czech Republic:  visits from the Mascot

JYSK Czech Republic, became the official partner of the Czech Paralympic Committee after several years of collaboration. Just before the Paralympics, JYSK provided the Czech representatives with equipment for their facilities in the Paralympic Village.

Phryge, the mascot of the games, even visited the store in Prague to greet employees and check out the assortment.

Sweden: Raising Awareness and cheering in the stores

In Sweden, where JYSK has been a sponsor since 2007 and recently became a main sponsor, there was a big campaign during the Paralympics to help raise awareness of the games. JYSK employees wore shirts in Swedish flag colors with messages supporting the Swedish team. The campaign was also displayed at checkout counters, in flyers, and on social media.

In the Paralympic village in Paris, JYSK Sweden furnished the Swedish lounge where the team could rest between competitions.