Transforming a World Championship from Concept to Movement

We partnered with Ottawa2026 to guide and execute their website development, program launches (schools and corporate partnerships), and strategic media relations. We positioned Ottawa2026 as Canada’s most significant wheelchair basketball event to help build momentum, secure partnerships, and create lasting community impact well before the first whistle blows in September 2026.

The Challenge

The 2026 IWBF Wheelchair Basketball World Championships represented an unprecedented opportunity—Canada’s first time hosting this prestigious event, featuring 336 elite athletes from 28 countries competing over 11 days. However, the organizing committee faced significant challenges:

  • No established brand or messaging to differentiate this championship from other sporting events
  • Limited public awareness of wheelchair basketball despite its dynamic, high-caliber competition
  • Need to engage multiple stakeholder groups: corporate partners, schools, community organizations, and the general public
  • Pressure to create lasting legacy beyond the 11-day competition window
  • Tight timeline to build momentum and secure partnerships before the 2026 event

The organization needed more than event planning—they needed a strategic marketing partner who could transform this championship into a movement that would change perceptions of Para sport and create meaningful, lasting impact.

The Approach

As Ottawa 2026’s strategic marketing partner, Willow Grey embedded ourselves in the organization to deliver comprehensive launch strategy across four critical areas:

1. Brand Foundation & Messaging

Working closely with leadership at Ottawa2026, we developed:

  • Core positioning that elevated the event beyond “just another championship” to position it as a transformative moment for inclusivity and Para sport visibility
  • Key messaging framework that balanced athletic excellence with social impact, ensuring all communications honoured both the elite competition and the broader movement for inclusion
  • Stakeholder-specific messaging tailored for athletes, corporate partners, schools, media, and community organizations

2. Website Development & Digital Presence

We finalized the website strategy and executed the launch:

  • Drafted all website copy that translated complex event details into compelling narratives
  • Structured information architecture for intuitive user experience across multiple audience segments
  • Created clear calls-to-action driving newsletter signups and partnership inquiries

3. Program Launch Strategy

We developed and launched two cornerstone programs designed to expand reach and secure resources:

Schools Program:

  • Strategic framework to engage students across the Ottawa region
  • Educational components introducing wheelchair basketball and Para sport
  • Community-building initiatives that extend the event’s impact beyond competition days

Corporate Partner Program:

  • Partnership packages and value propositions tailored to corporate objectives

4. Media Relations & Milestone Management

For the critical two-year countdown milestone, we orchestrated comprehensive media strategy:

  • Crafted press release that positioned Ottawa2026 within the broader context of Paris 2024 Paralympic momentum
  • Secured strategic quotes from key stakeholders (CEO of Wheelchair Basketball Canada, IWBF President)
  • Developed media talking points and supporting materials
  • Coordinated announcement timing for maximum impact
  • Created compelling narrative connecting elite sport, community engagement, and social change

The Results

Brand

  • Established Ottawa 2026 as more than an event—positioned as a catalyst for changing perceptions of disability and Para sport
  • Created cohesive brand identity that resonated across diverse stakeholder groups
  • Developed messaging framework used consistently across all organizational communications

Digital Engagement

  • Launched fully functional, accessible website serving as central hub for all event information
  • Established newsletter subscriber base for ongoing engagement leading up to 2026
  • Created clear pathways for corporate partnership inquiries and donations

Program Success

  • Successfully launched Schools Program
  • Developed Corporate Partner Program infrastructure
  • Built foundation for legacy programs extending impact beyond the 11-day championship

Media Impact

  • Generated media coverage for two-year countdown milestone
  • Positioned event leaders as thought leaders in Para sport and inclusivity
  • Created momentum and awareness 24 months before competition begins
  • Established media relationships for ongoing coverage through 2026

Stakeholder Alignment

  • Unified messaging across all stakeholders
  • Created shared language and vision for all stakeholders
  • Built foundation for coordinated movement rather than isolated event

Why This Partnership Worked

This engagement exemplified Willow Grey’s Mission-to-Movement approach:

  • True Partnership: Embedded with the team as strategic partner, not external vendor
  • Purpose Over Profit: Decisions driven by impact and authenticity, honouring the athletes and the mission
  • Comprehensive Strategy: Addressed interconnected needs (messaging, digital, programs, media) as coordinated system
  • Capacity Building: Empowered the organization with frameworks and infrastructure they can sustain and build upon
  • Values Alignment: Deep respect for Para sport, athletes, and the broader mission of inclusivity

The result: A world championship positioned not just as 11 days of competition, but as a catalyst for lasting change—exactly the kind of movement mission-driven organizations deserve to build.

Services Provided:

  • Brand Strategy & Messaging Development
  • Website Strategy & Copywriting
  • Program Development & Launch Strategy (Schools & Corporate Partners)
  • Media Relations & PR Strategy
  • Stakeholder Communications
  • Strategic Marketing Partnership

Is your mission ready for a movement?

If you’re doing genuinely important work that deserves attention, we’d love to hear about it. Book a no-pressure conversation to explore partnership—we’ll share how we work, learn about your goals, and see if we’re excited about the same things.

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