BELFAST, NORTHERN IRELAND: Irish PR firm Morrow Communications has been named "official PR partner for the 2003 Special Olympics, the world's largest sporting event for people with learning difficulties.
The Belfast-based agency has agreed to work pro bono on the project, which is expected to be the world's biggest sporting event next year, in the absence of a Summer or Winter Olympics, or a major soccer event.
Morrow will handle all media relations for the organizers, and work for the next 12 months on fundraising efforts and increasing awareness of the Games' sponsorship opportunities.
The Games will take place in Ireland next summer, with 7,000 athletes from 160 countries taking part. It is the first time since the Special Olympics debuted in 1968 that the event is being held outside the US.
Aimed at people with learning difficulties, they differ from the Paralympics in that the latter are designed primarily for those with physical disabilities.
Morrow account director Kieran Donnelly, who heads the account team, said, "The long-term challenge is to leave a legacy of raised awareness about the issues of learning difficulties."