UK Sponsorship Awards Unveils Silver Award Finalists

Revealed… the five finalists for the Silver Award for the Best Sponsorship of the Last 25 Years, sponsored by CSM Live.  After inviting the public to vote on the 10 shortlisted ground-breaking partnerships, the five campaigns that accumulated most support before the final deadline are as follows:

British Airways (London 2012)
Carling (English Premier League)
Natwest (England & Wales Cricket)
O2 (The O2)

Sainsbury’s (Paralympics)

The winner will be announced by BBC royal correspondent Jonny Dymond, the host of the Gala Dinner on March 26. Unveiling the five finalists, UKSA organiser Rosemary Sarginson said: “Creativity, innovation, media impact, brand transformation: so many factors go into a great sponsorship. I’m sure the Silver Award winner will remind us how far UK sponsorship has come in the last 25 years.”

UK Sponsorship Awards Reveals Shortlists for 2019 Edition: Winners To Be Revealed On March 26

UK Sponsorship Awards 2019  have been published. To view them in full, please click here.

Commenting, UK Sponsorship Awards’ MD Rosemary Sarginson said: “In this, our 25th year, we are thrilled to report another excellent set of entries for the sponsorship industry’s leading Awards event. After much deliberation, our judges have selected a wide range of sponsorships for the 2019 shortlists, covering numerous industrial categories and celebrating eye-catching campaigns and activations at every budget range.”

The shortlists contain well-known brands from sectors including finance, automotive, telecoms, FMCG, retail, travel & leisure, media, utilities and the drinks industry: “Some campaigns involve substantial budgets and ambitious activation strategies while others are about delivering excellent outcomes on challenging budgets,” said Sarginson. “Between them, they illustrate the sponsorship sector’s ingenuity and innovation.”

As always, the judges’ goal was to find campaigns with well-reasoned objectives, creative and effective executions and evidence of success across areas such as brand engagement and sales, said Sarginson. “Around 140 nominated campaigns will be showcased on Awards night, across areas such as arts, media, sport and social purpose. Particularly competitive areas this year included branded content and sport, while there was also a healthy increase in campaigns related to diversity, sustainability, social purpose and female empowerment. Overall, the picture is one of an industry seeking to address wider industry concerns about inclusiveness and fairness.

The shortlists were selected by a range of judges from the client, rights holder and consultancy sectors of the business, with expertise covering the full gamut of sports, media and cultural activities. “I’d like to thank our hardworking panel of judges who took time out of their busy schedules to evaluate entries and select winners.  I believe that the shortlisted campaigns reflect the creativity and quality of work being delivered by the UK’s highly-regarded sponsorship industry.”

The shortlisted and winning entries for this, the 25th edition of the Awards, will be celebrated at a Gala Dinner on March 26th at the London Marriott Hotel Grosvenor Square. The event will be hosted by BBC royal correspondent Jonny Dymond

To attend the Awards, please click here

Trends And Predictions For 2019

With the UK’s political class paralysed by Brexit and the global stock markets suffering from an extended malaise, making predictions for the coming year seems even more perilous than usual. But here are a few themes that look set to impact on sponsorship in 2019. 

Esports moves mainstream: In October 2018, Mastercard became the latest high-profile brand to throw its hat in the esports ring when it signed a multi-year global sponsorship of League of Legends. Deals like this are playing a key role in legitimising the appeal of esports among the mainstream marketing community. With digital research firm Superdata predicting that esports will be generating around US$2.1bn in revenues by 2021, expect more brands to enter the fray this year.

Sustainability in sponsorship: 2018 saw the issue of single use plastic suddenly rise to prominence. While many countries are stuck with a rump of climate change deniers and stakeholders seeking to roll back environmental protections, the overall message for brands is that young audiences are pretty proactive regarding the environment and expect brands to reflect those values. So expect to see a few more sponsors start to promote their green credentials to customers.

More sectors under scrutiny: Italy banned betting sponsorship in 2018 and the Labour Party has said it will take a similar line if it comes to power in the UK. In response to growing pressure the UK betting industry agreed at the end of last year to impose a ban on gambling ads during live televised sport. The pressure is likely to continue on the betting industry in 2019 and may spill over into sponsorship – not just in terms of regulation, but also the kind of partners that rights holders are willing to work with. Also expect concerns about obesity to start to impact on sponsorship decision-making in 2019.  READ ON....


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.

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