Disney Divisions Ramp Up for Special Olympics in Asia

By Chris Pursell

With the start of the Summer Olympics in China less than a year away, divisions of the Walt Disney Co., including ESPN and ABC Family, are jumping in for a multiplatform blitz to showcase the first Special Olympics World Summer Games to be held in Asia.

The games open Tuesday and run through Oct. 11 across the continent. Opening ceremonies will be telecast on ABC Family on Thursday to mark the biggest event ever broadcast from China, bringing together more than 7,500 athletes from 164 nations and officials from 175 countries.

“We’re proud to support these amazing athletes and the Special Olympics organization,” said Anne Sweeney, co-chair of Disney Media Networks, president of Disney-ABC Television Group and Special Olympics International board member. “It’s an honor to be in China for the World Games, an event that celebrates the human spirit and the bonds that connect us all. And we’re thrilled to bring the opening ceremonies to ABC Family, so millions of people can share the experience.”

ESPN.com will create a dedicated Special Olympics World Games page, where fans can obtain general information and top stories from the Games as well as a schedule of events, athlete profiles and videos from the Games. Visitors to the site also will have the opportunity to participate in polls. ESPN Star Sports will deliver Asia-wide coverage of the opening ceremonies on Star Sports China as well as on all other beams of Star Sports.

Viewers in the U.S. will have access to a series of video diaries that will air on “Good Morning America” on ABC.

The closing ceremonies will include appearances by Mickey Mouse and Minnie Mouse, who, along with Donald Duck, Goofy and Pluto, will join the athletes and child representatives from the region.

Hong Kong Disneyland will give Special Olympics Hong Kong athletes a welcome-home celebration.

“We are delighted to actively support the Special Olympics World Games 2007 through the participation of our Disney VoluntEARS,” said Stanley Cheung, executive vice president and managing director of the Walt Disney Co., Greater China. “This is a great opportunity to reach out to the local community, and as a company we are proud to be able to make a difference.”

(Editor: Horowitz)