The UK Sponsorship Awards renames Brand Sponsorship as Brand Impact Through Sponsorship

The UK Sponsorship Awards is renaming its Brand Sponsorship category as Brand Impact Through Sponsorship, reflecting the industry’s growing focus on the outcomes sponsorship delivers rather than simply the partnerships brands secure. The repositioning will take effect for the 2027 Awards cycle, to be launched in September.

The move comes as part of a wider reappraisal of the pivotal role of Brands in UKSA’s awards programme. The coming weeks will see the introduction of a new brand-themed category and an exploration of developments in Branded Content.

From Brand to Brand Impact: The Rationale

Traditionally, sponsorship conversations often began with the strength of the property: was it the biggest sporting event, the highest-rated TV show or the most prominent cultural platform? Today’s sponsorship landscape looks very different.

The best partnerships now harness multiple channels, combining live experiences, social media, creators, PR, retail, branded content and technology into seamless campaigns that can run all year round. That makes sponsorship more powerful than ever - but it can also make it harder to identify what really drives success.

That’s why the UK Sponsorship Awards’ Brand Sponsorship category remains one of the most important awards in the programme. Unlike some of our other more tightly-defined categories, Brand Sponsorship asks a broader more strategic question: What did sponsorship do for the brand in question? Did it change perceptions? Did it shift consideration and likeability? Did it increase sales? Did it help launch a new product, reposition an established name or open up a new audience?

Historically, Brand Sponsorship was a blue riband category that drew a wide array of entries. But as the industry has evolved, the name has become detached from its core intention. That is why the name is changing.

In the new Brand Impact Through Sponsorship category, judges will look beyond impressive activations and memorable creative towards strategic effectiveness. They want to understand the role that sponsorship played within the wider marketing mix - and whether it delivered measurable commercial value.

That means entries from every corner of the industry are welcome. A sports partnership may belong here. So might a TV sponsorship, an arts collaboration, a gaming activation or a music festival. The channel isn't what matters. The outcome is.

The strongest entries in the Brand Impact category will be those that demonstrate how sponsorship became the engine of a broader brand strategy. Perhaps it transformed awareness and engagement among younger audiences. Perhaps it delivered sustained sales growth. Perhaps it repositioned a heritage brand for a new generation.

The most successful campaigns today aren't necessarily those with the biggest rights deals or the largest activation budgets. They're the ones that use sponsorship to solve a business problem. That's what Brand Impact Through Sponsorship celebrates. If your campaign helped build a stronger brand, this is the category for you.

The UK Sponsorship Awards will be open for entries from September 1 2026.  Full details are at www.sponsorship-awards.co.uk but please email info@sponsorship-awards.co.uk if you would like any further information or assistance.