UK Sponsorship Awards Announces Revamp Of Media Categories To Reflect Industry Changes. Mobile, Social Media, Online and Gaming To Join 2018 Line up

The organisers of the UK Sponsorship Awards (UKSA) are delighted to announce an expansion of the event’s media categories in time for the next edition of the event, which will take place in the London Marriott Grosvenor Square Hotel on March 27 2018.

While the long-standing TV Sponsorship category will remain unchanged, the 2018 event will see the introduction of a Mobile category, reflecting the growing importance of small screen technology to millennial and Gen Z audiences. The popular Digital Activation category will also give way to two new categories that more accurately reflect the way in which sponsorships are activated through new media channels. Best Use of Social Media will rewards sponsorships that are activated across channels such as Facebook, Twitter, YouTube, Instagram, Snapchat and Pinterest. Best Online Sponsorship or Owned Media Activation will reward sponsorships that originate on digital publishing platforms or are activated via a brand’s own platforms (eg. company websites and channels).

In addition, the Print and Radio category will be extended to cover Film, thus providing an opportunity for all non-TV and non-digital media sponsorships to compete against each other. As a further complement to the TV category, the breakthrough Branded Content section will be back for a second year. For the distinction between the two, and between Mobile and Social Media, see the category descriptions at the end of this release.

The other key change sees the introduction of a new Gaming category that will encompass all areas of gaming from console to casual gaming and e-sports to massively multiplayer online gaming (MMOGs). Sponsors across any of these areas will be able to submit entries to this exciting new area of activity.

UKSA organiser Rosemary Sarginson says: “Every year, the UKSA team analyses key trends in the sponsorship industry and attempts to reshape its award programme to reflect them. While Digital Activation has proved to be a very popular category since we introduced it a few years back, the word ‘digital’ has become increasingly generic and is no longer a workable descriptor for the amazing creativity and innovation in the media/sponsorship industry. For this reason, we are putting our energy behind mobile, online and social media categories this year. Of course, branded content and gaming are also ways cutting edge ‘digital’ work can be recognised.”

On occasions, says Sarginson, UKSA’s category planning can get slightly ahead of the industry curve – and require a rethink. “We were the first to launch an eSports sponsorship category last year and found that the UK community had not quite reached critical mass to support it. For this reason, we have come back this year with our new Gaming category, which will cast the net wider than last year. Now, any sponsors involved in the amazing world of gaming can join the UKSA party. If we find that the category is sufficiently large to justify it – then we will consider splitting out eSports from the new Gaming section.”

Sarginson says more exciting changes to the UKSA line up will soon be announced, including details on the event’s planned football categories. In addition, all of the usual popular categories will be up for grabs (Sports, Arts, PR ,etc). Details on deadlines and how to enter can be found on the Awards website. This year, the Early Bird deadline is December 18th, 2017. The Final Deadline is January 15th, 2018. The event itself is on March 27th, 2018 at the London Marriott Hotel Grosvenor Square.

For details on each category, please click here

UK Sponsorship Awards 2018 - Why Should You Enter?

The 2017 edition of the UK Sponsorship Awards, held at the London Marriott Hotel, attracted over 500 people – a full house. Initial preparations are now underway for the 2018 edition, which we expect to attract a similar size audience. This event will also be held in the London Marriott Hotel Grosvenor Square’s banquet hall, which right now is undergoing an exciting design refit ahead of the upcoming autumn event season.

The UK Sponsorship Awards attracts many loyal supporters from the sponsorship industry who attend the event year after year. But for those of you who haven't attended – or have been absent for a few years - we thought it would be worth exploring some of the reasons why it is so valuable to enter the UK Sponsorship Awards and, maybe, win or secure a place on the shortlist. What, in other words, are the business benefits in taking the time and effort to do so? 

Below we list some of the reasons that persuade the world’s most famous marketing brands and agencies to come back year after year.

Independent Benchmarking Of Success

The best award programmes act like an objective external audit of both your strategy and your b2b communications skills. By allowing your peers (the award judges) to assess your work (and your ability to articulate it), you can gauge whether your approach is as robust as you think it is. If you win an award that’s great… because it’s something that you can show the client or the board (perhaps protecting your department’s budgets for the coming year). But if you don’t make the shortlist, it’s an opportunity to ask why, to try and develop a constructive conclusion that will inform future plans.

Self Reflection and Focus

The entry process itself can be valuable if it is treated as an opportunity for corporate self-reflection.  It is an opportunity to have an internal dialogue around a particular sponsorship campaign and identify its core strengths – maybe even sparking ideas for future work. In preparing nominations, you’ll also end up with a document that can be used in other ways. You can post it on your own website or send it as proof of capabilities to a potential business partner.

Team-Building Benefits

Anyone who has attended the UK Sponsorship Awards (or any awards for that matter) will know how pleased people are to win or be shortlisted. Entering Awards is one way of showing you value your team’s efforts… that you have monitored their progress through the year and are proud enough to showcase it to the wider industry. Even if you don’t win, you’re sending a message to your team that what they do really matters. 

And for MORE reasons why you should enter ...






What is a Sponsorship Award? For individuals as well as businesses We're here to help you succeed!
Winning a Sponsorship Award isn't just a pat on the back and a splendid trophy to dress your foyer (though it’s certainly that as well), it brings with it tangible benefits and long-lasting commercial impact. Click here for ten reasons why you should enter and a host of testimonials from winners. The sponsorship industry is peopled by fantastically enthusiastic and dynamic individuals. We recognise these executives in two categories. For more information on these categories, please click here. We are also on hand for any help/advice you might need, so please click on the Help! button, send us an email and we will come back to you by return.

It doesn't have to be an Awards related query - if we don't know the answer, we’ll find someone who does.