UK Sponsorship Awards 2022 - Early Bird Deadline just two weeks away - Call for Agency and Individual Entries

The early bird deadline for the 2022 edition of the UK Sponsorship Awards (UKSA) is just a fortnight away. As in previous years, this edition retains many of its popular categories (arts, sport, media, etc.), but has also introduced a range of innovations and enhancements to reflect the dynamic nature of the market. Among these is a special category for sponsors of the Tokyo Olympics/Paralympics.

Company and People Awards are an important component of the UKSA line-up – and this year is no exception. Rights holders and consultancies will have their own categories, and there will be new additions to our Champions of Sponsorship half of fame. Not to be overlooked is the Barrie Gill Award for Most Promising Young Sponsorship Executive – a signpost towards the sector’s future.

This year, there are three Agency categories up for grabs: Best Large Agency, Best Small to Medium Consultancy and Breakthrough Consultancy. Requirements for entry can be found here and there are also some ‘top tips’ for companies planning to enter. The three consultancy categories are sponsored by CSM Live and the 2021 winners were M&C Saatchi Sport & Entertainment (large), Ear To The Ground (SME) and Bright Partnerships (breakthrough).

The judges on the consultancy categories are client-side executives, so they know from experience what makes the difference between a good and a great consultancy. But it is also crucial that consultancies get all relevant information into their entry forms. Judges can only base their final decision on what is in front of them, so it’s important to cover all the bases in a concise, clear, easy to follow narrative.

Over the years, the Champions of Sponsorship programme has recognised some of the most talented and influential figures in the industry. The Champions section of the awards consists of up to five awards covering the full gamut of sponsorship activities:  Arts & Entertainment, Sport, Community, Media and Innovation.  All we need here is a recommendation - with a couple of paragraphs outlining why you are nominating your chosen individual. Our three Champions in 2020/2021 were: Nick Fuller, President, EVERFI (UK), Kelly Simmons, FA director of the professional women’s game, Gill Bennett, Head of Sponsorship and Digital Marketing, Virgin Media.

Tomorrow’s Champions are celebrated in the Barrie Gill Award, named in honour of one of the industry’s great mentors. This award recognises young executives (27 or under) working within agencies, client companies or rights holders who are making a significant impact within their organisation and the sector at large. 

Full details can be found on the UKSA website – but the process begins with a statement outlining what in particular makes this candidate exceptional, looking at how they have impacted on their business, and exceeded expectations on particular tasks and campaigns. Covid conditions allowing, finalists will be invited to meet up with a small judging panel for a friendly face to face chat.

2022 will also see the return of the 20/20 Vision Award, a celebration of craft and creativity. Like last year, judges will be on the hunt for outstanding executions where sublime craft has brought an exceptional creative idea to life. The category is open to every flavour of sponsorship and will focus on areas such as design, craft, artistry, technique, expertise, talent, vision and iconic imagery. It runs alongside UKSA’s innovation award, which is concentrated more on future-facing, game-changing or unorthodox technology.

The early bird deadline is not the last chance to enter. The final deadline is January 17th 2022, so there is still time after the holiday season if the end of year rush is too intense. The UKSA Gala Dinner and Celebration will be on March 29th 2022 at the London Marriott  Hotel Grosvenor Square.

For more details on any of the above, contact UKSA Awards organiser Rosemary Sarginson at or call us on 0202 8891 1067.

View the 2019 Winners

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