Currently the IPC and the International Olympic Committee (IOC) organises their own marketing deals.

 

The IPC is talking with the IOC on having worldwide sponsorship deals cover both the Paralympics and the Olympics, starting with the 2018 Games, the same way domestic sponsorship deals are done in the host cities.

 

Sir Philip said: "It has been prompted by what has happened here in Vancouver and what is happening in London, where sponsors are demanding both Games.

 

"This is a time for new things, when you're in a downturn."

 

Organisers predict international television viewership for the 2010 Winter Paralympics will be the highest ever, with the Canadian broadcaster expected to offer three times the coverage that was given to the 2006 Games in Turin.

 

Sir Philip praised Beijing's efforts to give the Paralympics an equal footing to the Olympics, and said it was a good example for both Vancouver and London.

 

He said: "We're looking for that in Vancouver.

 

"We're looking for that in London."

 

The 2010 Paralympic Games in Vancouver and the mountain resort community of Whistler are expected to draw about 650 athletes from more than 40 countries for events such as ice sledge hockey and para-skiing.

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