Digital Awards Earned by deltatre for London 2012 Olympic Games Paralympic Coverage by C4

Digital Awards Earned by deltatre for London 2012 Olympic Games Paralympic Coverage by C4
Digital Awards Earned by deltatre for London 2012 Olympic Games Paralympic Coverage by C4

We are happy to report that this past week, deltatre, the sports media and technology firm, won three more awards for its work on Channel 4’s London 2012 Paralympic coverage. The Sports Techie community blog is delighted to share this wonderful news. At the prestigious media event held in London and Manchester, deltatre earned awards presented by both the British Interactive Media Association and the Manchester Publicity Association, respectively.

Paralympic History by C4

The award winning, historical coverage was a sport business team effort by deltatre, 13 Strides and Two Four to provide digital content the likes of which had never been seen via a Paralympic Games.

Steve Boulton, deltatre’s Creative Director and BIMA Digital Hot 100 honouree, said, “The goal of this project was to inform, engage and inspire viewers. With this multi-platform approach, C4 was a catalyst for changing the way people talked about disability in sport. deltatre is proud to have been part of this landmark project.”


Presented by the British Interactive Media Association (BIMA), the team was awarded not one, but two BIMA Awards in the Multiplatform and Public Life categories.

Voted on by ‘decision makers at leading brands, agency stars and industry thought leaders,’ the BIMA Multiplatform Award recognizes projects that run across multiple digital platforms, in which each individual platform contributes to the project’s overall success; while the award for Public Life distinguishes projects that make a distinct contribution to the public good which is a core Sports Techie attribute.

Originally selected to build, design and host Channel 4’s Paralympic Games digital properties including the website, smartphone app and tablet app, deltatre’s role quickly escalated to include directing editorial content across all digital technologies. Whether streaming live medal opportunities or integrating social media chatter into on-screen TV graphics and second screens, deltatre seamlessly served up Paralympic action across Channel 4’s sports tech friendly platforms.

This all-star Sport Techie sportsbiz team found that the inspiration driving the Paralympic task transcended simply broadcasting the London games to the UK and world. The partner’s primary goals became to involve worldwide audiences in the events while generating discussions about disability in sports and our global society. By educating audiences about the sacrificing and work ethic these elite athletes displayed and also harnessing social media with deltatre’s LiveBlogging tool, the group successfully constructed an online community around the Games, allowing new and existing fans the opportunity to experience the wonderful Paralympics like never before.


At a different ceremony for the inaugural ‘53o of Inspiration’ Awards hosted by the Manchester Publicity Association (MPA), deltatre received the award for standout digital agency in the Collaboration Category.  A not-for-profit organization, the MPA aims to ‘create a rich, dynamic, stimulating community of and for creatively minded people.’

With offices in MediaCityUK as well as London, deltatre leveraged its foothold in Manchester’s creative community to augment Channel 4’s coverage with innovative concepts including, “TV integration of social media in the form of onscreen athlete and audience tweets, polls, photos and trending information,” according to the press release.

Hugo Sharman, Director of deltatre North commented, “2012 was an exciting year for deltatre being so deeply involved with the London 2012 Games. We feel proud to have supported Channel 4’s multi-award winning coverage across different platforms. Being recognised alongside so many inspirational projects and agencies is icing on the cake for an already successful year.“

Deltatre Pioneers Digital Broadcast

Last Thursday’s awards are just the latest honors reaped by the C4 Paralympic project; earlier this year the Channel 4 and deltatre team won a prestigious BAFTA Award for Digital Creativity as well as the Association for International Broadcasting Award for Best Coverage of London 2012. As a matter of fact, the project was also shortlisted for several other awards including: Broadcast Magazine’s Digital Awards for Best Multiplatform Project and Best Coverage of a Live Event, the BT Sport Industry Award for Best Sports Website as well as the ‘53o of Inspiration’ Awards for Innovation.

A video highlighting the breadth and innovation of the C4 Paralympic project can be found on Channel 4’s website.

Here is a previous Sports Techie blog link about deltatre winning the BAFTA Award for Digital Creativity:

The 2013 BAFTA award honors the collaborative achievement of deltatre, C4 and 13strides for their innovative work on Channel 4’s multiplatform coverage of the London 2012 Paralympic
The 2013 BAFTA award honors the collaborative achievement of deltatre, C4 and 13strides for their innovative work on Channel 4’s multiplatform coverage of the London 2012 Paralympic

About deltatre:

There is a way to make sport events come to life for audiences everywhere. Using innovative technology, creativity and total commitment, the people at deltatre do exactly that. With staff in Turin, London, Manchester, Lausanne, Paris, Munich, New York and Portland, deltatre has over 27 years’ experience at the highest level of international sport. Always striving for the next level of interaction, we consider the future of global sport engagement to be multi-platform and social. Today, the greatest sport events on earth are more immersive, collaborative, and inclusive thanks to our cutting edge technologies. Sport fans become an active part of the event, connecting socially and sharing their passion, wherever they are. By harnessing our experience, technical skills and passion for sport, we help keep our clients one step ahead. For more information, please visit, contact or follow us on Twitter: @deltatre.

Sports Techie, I have a special place in my heart for the Paralympics. As a former full-time attendant for twins with Muscular Dystrophy, I have personally witnessed and beheld the spirit and internal fire that adaptive sports athletes, coaches and their rapid fans, all emulate wherever and whenever there is a fair competition. Nowhere was this courage and sacrifice more apparent than the London Games because of the never before seen digital coverage and uplifting human stories of the journey towards Olympic participation as told by C4.

Generating a live blogging environment around a virtual community is not a new concept, creating the proprietary software tool to make it so is though. Having the resources, technology and brain power it takes to deliver the sticky Paralympics content on countless mobile devices and televisions was truly an epic effort and historical achievement. Congratulations to deltatre for winning the 2013 BIMA and MPA awards.

Sports Techie looks forward to the upcoming Sochi 2014 Olympic and Paralympic winter games coverage by the well-deserved award winning team at deltatre, together with their visionary partners.

I will see ya when I see ya, THE Sports Techie @THESportsTechie –

Newest – Sports Techie Pinterest:

Sports Techie Twitter: @SportsTechieNET –
Sports Techie Facebook Fan Page:
Sports Techie YouTube Channel:
Sports Techie Google+:
Sports Techie Google+ Community:

Sports Techie Linkedin Group:
Sports Techie Mobypicture:
Sports Techie MySpace (Bob Roble):
Sports Techie Flicker: and


2 responses to “Digital Awards Earned by deltatre for London 2012 Olympic Games Paralympic Coverage by C4”

  1. […] review the Sports Techie blog – Digital Awards Earned by deltatre for London 2012 Olympic Games Paralympic Coverage by […]

  2. […] deltatre and Channel 4 have collaborated. In recognition of their coverage excellence during the London Games, the team was presented the British Academy of Film and Television Arts (BAFTA) Award for Digital […]