Backing Para-Athletes.
Building Opportunity.
BBC Utilities, in partnership with Athlete X Management (AXM), is investing in the next generation of talent—especially para-athletes who deserve equal access, visibility and support. This is sport with purpose: real funding, real pathways, real community benefit.
Why we’re doing this
Brilliant athletes often miss out on guidance, kit, travel and media exposure. Para-athletes face additional barriers around access and inclusion. Together, BBC Utilities and AXM are changing that—pairing direct athlete support with honest storytelling that inspires schools, workplaces and local communities.
What the partnership delivers
- Athlete nurtureship: training plans, coaching links, physio, nutrition and competition travel.
- Inclusive production: accessible locations (ramps, toilets, transport), caregiver access, clear approvals and #ad labelling where required.
- Authentic content for good: short films, reels and photography for owned channels—celebrating achievement without sensationalising disability.
- Community outreach: school talks, inclusive sport days and workplace sessions that champion confidence and participation.
- Transparent reporting: simple KPIs, budgets and outcomes you can share with staff and stakeholders.
How AXM supports the mission
AXM brings athlete-first management with UK-ready safeguarding, consent and privacy practice. From pathway planning to brand protection, AXM ensures each programme is ethical, accessible and measurable—so every pound creates visible progress.
Our commitment
- Accessibility by design (Equality Act spirit, risk assessments, venue checks).
- Dignity and data protection (clear consent, privacy and safeguarding).
- Value for communities (local engagement, role-model impact, clear results).
Connect with Our Team and Unlock Global Opportunities.
