Dame Sarah Storey, Britain’s most successful Paralympian, has voiced her frustration over the limited television coverage of para sports outside the Paralympics.
Despite earning a record 19 gold medals, Storey has never placed in the top three of the BBC Sports Personality of the Year (SPOTY) awards.
She believes the lack of consistent visibility for para sports plays a significant role in the public’s voting behavior.
Storey remarked, “Para sport disappears for the four years in between Games.
Without adequate funding or support, most para athletes juggle jobs while striving to train and perform like full-time professionals. It’s really challenging.”
Consistent Challenges in Recognition
Storey’s achievements place her among the greatest in British sporting history, yet public recognition remains elusive.
She has been shortlisted for SPOTY four times but never cracked the top three.
Her odds for this year’s award are 100-1, the longest among the six contenders.
Notably, only two Paralympians, Tanni Grey-Thompson and Jonnie Peacock, have ever finished in the top three in the award’s 70-year history.
Addressing her struggle for wider recognition, Storey cited reactions to her recent exit from ITV’s Dancing on Ice: “People were saying, ‘Who is she?’
That just shows how little para sport is televised for people to know who I am.”
Advocating for Integrated Events
Storey has called on international sporting bodies to integrate para championships with able-bodied events, emphasizing the need for better television coverage.
She highlighted her sport’s dependency on integrated events for exposure, such as the World Championships in Zurich, which coincided with able-bodied competitions.
“The UCI has managed para cycling since 2006, but very little has improved.
Standalone events, like next year’s in Belgium, often lack coverage, making it hard even for enthusiasts to follow,” she explained.
Storey proposed utilizing governing body resources to improve visibility: “We need to stream events with proper coverage and develop narratives between Games to bring athletes’ personalities to the forefront.”
Balancing Career Longevity and Representation
As the oldest contender on this year’s SPOTY shortlist, Storey embraces her role as a trailblazer.
Reflecting on her career, she said, “Hopefully, I’m showing that you can return to competitive sports after having children, with the right support.
I’d love to represent not just cycling, but also women, mothers, and the entire ParalympicsGB team.”
Born without a functioning left hand, Storey began her Paralympic journey as a swimmer at 14 before switching to cycling in 2005.
Her medal tally of 30 is a testament to her relentless pursuit of excellence, but she’s taking her future one year at a time, leaving the door open for a potential appearance at the Los Angeles 2028 Games.
Looking Ahead
Storey’s campaign for SPOTY and her broader advocacy efforts shed light on the need for greater visibility and equity in para sports.
With the BBC Sports Personality of the Year ceremony airing on December 17, she hopes her nomination will inspire more support for para athletes and their remarkable achievements.
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