UK Sponsorship Awards Unveils FIFA World Cup Sponsorship Category For 25th Anniversary Event

The organisers of the UK Sponsorship Awards (UKSA) are delighted to announce the return of two Football Sponsorship categories for the 2019 edition of the event. This year, however, one category will be dedicated entirely to 2018 FIFA World Cup-related campaigns. The other category will be for all other football-themed sponsorships and partnerships, whether domestic or international in character.

UKSA organiser Rosemary Sarginson said: “Despite pre-tournament reservations, FIFA World Cup 2018 has proved to be a tremendous advertisement for football, triggering fan enthusiasm around the world. It has also been a key platform for brands and businesses. So our Best FIFA World Cup Sponsorship category will celebrate the campaigns that stood out for their creativity, execution and effectiveness.”

The Best Football Sponsorship Category will not be open to FIFA World Cup sponsors, but it will be open to all other domestic and international partnerships.  Any kind of football sponsorship can be entered regardless of sponsorship designation (eg title sponsor, category partner), subject (eg club, event, league), industrial category or focal point (eg grassroots, naming rights, media activation or endorsement). Entrants into this category are also free to enter any other category – including sport and grassroots sport. 

At 2018’s event, Best Domestic Football Sponsorship was won by Cadbury and The Premier League, while Best International Football Sponsorship went to PepsiCo’s partnership with the UEFA Champions League. “We launched two Football categories last year because the sport is the biggest area of activity within the sponsorship business and the number of brands engaged in this arena runs into the hundreds,” said Sarginson. “We were delighted with the response, which is why we have decided to place the spotlight on football again this year – though this time with a FIFA World Cup flavour.”

In addition to the revamped Football section of the Awards, all of the usual popular UKSA categories will be up for grabs at the 25th edition of the UK Sponsorship Awards. Further announcements will be made in the coming weeks about other category innovations and also activities designed to celebrate UKSA’s first quarter century.

The Awards will be open for entry from September 1 and details on deadlines and event will be announced shortly.  The venue for the event itself will be the London Marriott Hotel.

UK Sponsorship Awards Gears Up For 25th Anniversary - #UKSAcelebrating25

The 2018 edition of the UK Sponsorship Awards held late March attracted more than 480 people from across the industry, with NatWest securing the coveted Sponsorship of the Year Trophy. Now plans are underway for UKSA 2019, the 25th Anniversary of the event, which will again take place at the London Marriott Hotel Grosvenor Square.

Since it launched way back in 1995, the UK Sponsorship Awards has established itself as the industry’s most prestigious awards event, attracting 1000s of high-calibre entries from leading agencies, brands, rights holders, cultural institutions and non-profit organisations. To celebrate that fact, the run up to the 2019 event will involve various activities designed to celebrate UKSA’s 25th birthday. This will include editorial features looking at the key figures who have shaped the industry over the last 25 years, as well as the 25 year-olds who are setting out on their journey in the industry. All ’25’ related ideas welcomed. 

Commenting, UKSA organiser Rosemary Sarginson said: “It’s astonishing to look back at how much the industry has changed over the last 25 years. We’re delighted to have been there every step of the way and plan to use our 25th Anniversary as an opportunity to reflect on how the industry has evolved. At the same time, we also want to consider how the industry may change in coming years.”

The 2019 event will include many of the categories that have attracted such strong support over the years. But as always there will also be a handful of changes that reflect developments in the market. These will be unveiled during the course of the next few months. There will also be news on other exciting UKSA related developments, with entry for the Awards set to open after summer on September 1.


On a separate note, UKSA is also keen to bring its editorial, marketing and promotional relationship with the sponsorship industry up to date, in line with new data protection regulations (so-called GDPR). “We have built up strong links with the industry over the years through newsletters, annuals, events and our website,” said Sarginson. “We believe we have a legitimate and valuable relationship with the sponsorship industry and would like to keep this dialogue going. But in order to comply with the new GDPR rules, we are actively inviting people to unsubscribe to our services if they no longer wish to receive them. If sponsorship or partnerships are no longer your business then please email us and we will remove you from the database immediately. ”

The only details UKSA retains (on MailChimp) are names, company name and email address unless an individual has entered into a financial transaction (eg. entering the awards or booking a table). This information is held securely on the SagePay platform. To further comply with the new GDPR data rules, UKSA’s privacy policy is being reviewed and updated.

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