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UK Sponsorship Awards 2026 - the Categories
1. ARTS & CULTURAL SPONSORSHIP
The Arts and Cultural Sponsorship category is focused on the traditional arts and culture community; for example - museums, galleries, classical music, opera, theatre. Look for culture-commerce connectivity. In previous editions, this category has been divided into Events & Awards and Theatres, Museums & Galleries. This is dependent on the nature and number of entries received and will be decided upon at deadline. This category is free to enter up until the first deadline of December 19th. See also RIGHTS HOLDER category. To read our latest feature on Arts Sponsorship here.
2. LIVE ENTERTAINMENT & EVENT SPONSORSHIP
This category is focused on the contemporary music, festival and event sectors (not sport). It recognises the fact that sponsoring the MTV Awards, Glastonbury, a Rock Concert Tour or a Stand Up Comedy Tour is different to sponsoring The National Theatre or Glyndebourne. If you're not sure, please do call us to talk it through.
Further reading:
Summer’s over… but now is the perfect time to start planning your 2025 festival sponsorship strategy
3. SOCIAL PURPOSE, COMMUNITY OR CHARITY SPONSORSHIP
This category is designed to reward campaigns that make a difference. Often, the winner will be able to demonstrate that both the sponsor and the sponsored organisation have benefited from the partnership – and this is welcomed by judges. But it is not a hard and fast rule (see last two years). For example, sometimes the sponsor is also the social purpose beneficiary. In other words, this category covers two possible scenarios – a) Commercial Brand X sponsors Charity Y and both achieve goals OR Charity Y sponsors Event Z and Y achieves goals (fundraising, brand engagement, etc). If this is unclear, contact the UKSA team to discuss.
4. EDUCATION & LEARNING SPONSORSHIP
This category is not restricted to schools or core curriculum. School-based sponsorships are very much welcome, but campaigns which achieve broader learning goals are also encouraged. This might mean FE and HE but could also be sponsorships based around re-skilling or adult education.
5. ENVIRONMENTAL & SUSTAINABILITY SPONSORSHIP
We're looking for sponsorships with a genuinely green ethos running through them. This category is open to sponsorships of 'green' organisations or campaigns but equally to sponsorships which demonstrate sustainability within their activations. This could be in the context of a new stadium build, stakeholder lobbying, employee activities or cleaning up after a big event such as a festival. This year's winner was the Evian & Wimbledon Spectator Refill System 2025.
6. BEST USE OF SPONSORSHIP TO ENCOURAGE DIVERSITY, EQUALITY & INCLUSION - partnered by f1 Recruitment Limited
The Diversity, Equality & Inclusion category is recognition that the UK - like many countries - still has a long way to go in achieving true social inclusiveness. Examples of partnerships that might fit this category include sponsorships that support the LGBTIQ+ community, sponsorships that have increased opportunities for minority ethnic communities in some way, and sponsorships that have addressed the numerous challenges that still exist around disability.The judges are looking for a combination of business benefits and evidence of social transformation.
7. BEST USE OF SPONSORSHIP TO SUPPORT DISABLED TALENT
This year, in addition to the DEI category, there will be an award for the sponsor that has shown outstanding commitment to supporting people with disabilities. While there is likely to be strong participation from sports sponsors, this category is open to brands that have demonstrated their commitment in any sphere of activity. Supporting disabled musicians, artists, children etc are all covered by this category. As in the DEI category, judges are looking for sponsorships that are addressing the numerous challenges that still exist around disability. Shortlisted entries will have demonstrated a combination of business benefits and evidence of social transformation and authentic community engagement.
8. TV SPONSORSHIP - supported by Thinkbox
TV sponsorship is about partnerships that have a stand-alone television property at their heart. The association might be leveraged across other platforms and channels, but the core IP will be a TV show, a channel or a component of a TV show, such as a celebrity/character/show segment. Brands that partner with free-to-air or PayTV properties are the primary but not exclusive target of this category. As an example, 2025’s category winner was St James's Place & Sky Arts entered by Sky Media. To ensure like for like comparisons, this category may be split by size so please specify the fee paid. Branded content and AFPs should be entered in the Branded Content category – unless they are activations of an overarching TV sponsorship in which case this category may also be relevant. See also RIGHTS HOLDER category.
9. PRINT, RADIO & FILM SPONSORSHIP
This category is about sponsorships that begin with print, radio or film. It's designed to recognise great work that is often overshadowed by the big budgets available in TV. Again, the sponsorship can (and should) be leveraged across platforms, but it needs to start with Print, Radio or Film IP. This might be a branded supplement or product placement. In the case of film, sponsorships that do not involve product integration into the film itself are also eligible for this category – i.e., a brand may choose to sponsor a period drama film even if it would be anachronistic for it to appear in the production itself.
10. SOCIAL MEDIA & DIGITAL SPONSORSHIP
This category rewards the most innovative and effective work across all forms of digital activation – with the proviso that they are underpinned by a sponsorship. This could be on owned channels, third party digital brands or social media platforms. Judges will be looking for digital activations that have amplified the way sponsorship supports branding, commercial or corporate objectives. Please provide clear evidence of success, especially around audience engagement levels. This is a broad category that might include activations across YouTube, TikTok, Instagram etc. The entry might be led by mobile, AR/VR, ecommerce, crypto or search. As long as the entry is recognisably digital in character then it can participate in this category.
11. BRANDED CONTENT
Best Use of Branded Content is aimed at strategies where the client has been directly involved in the funding and creation of the content in question. It may overlap with TV sponsorship – but it is not the same as sponsoring a traditional TV show or a film. Branded content can be anything from an advertiser-funded show on TV to a piece of content created for the internet. While branded content does not include a standard TV ad, a 3-5 minute film that integrates the brand with more traditional storytelling devices could fall within the definition of branded content. To win this category, entrants must explain why they pursued a branded content strategy and how they activated it across different channels and platforms. Branded content for this category does not need to originate in TV, but can also originate in the online or mobile arenas. In some cases, it can also be a film – such as The Lego Movie – or a game.
12. BEST USE OF TALENT IN SPONSORSHIP
This category recognises the importance of brand-talent relationships in sponsorship. Any sponsorship that involves a creator, influencer, celebrity, sports star or any other household name as part of its activation strategy is eligible (TV, film, sport, music, online, etc). Judges will look at why the personality was chosen (not just because they were famous), how they were involved and the business benefits they brought. The endorsement must show evidence of a multi-tiered sponsorship strategy to win. For example, a musician in a TV commercial drinking a brand of beer will not, in itself, impress judges. Possible scenarios include: Brand A endorses ‘Talent’ X, who then becomes an integrated part of the brand’s marketing activity (getting involved in grass roots activities, hosting online forums, promoting products via their own online channels, launching product lines, motivating employees, etc.). Or, Brand B sponsors Team Y and secures the services of ‘Talent’ Z as part of its package, and then uses the team and talent in harmony. If you are unclear about eligibility, please contact the organisers to discuss.
13. SPORTS SPONSORSHIP – Supported by Sport England and SportBusiness
There are traditionally two Awards within this category split by fee, one for campaigns valued at £750,000 or more, another for smaller campaigns to recognise the great work done on tighter budgets. Please ensure that you supply budget details. See also Grass Roots Sports Sponsorship (14), Football Sponsorship (15), Naming Rights (18), Mass Participation Sponsorship (17) and the Rights Holder Award (19).
Further reading: Sports Sponsorship in 2025: Ten trends to watch
Enthuse’s ‘Rising To The Challenge’ Report - 10 mass participation insights for sponsors
14. WOMEN'S SPORTS SPONSORSHIP - supported by Women in Sport
This category rewards brands, associations and agencies for the work they have done with women’s sporting activities. This could be anything from opening up access to sport for girls through to celebrity endorsements that are plugged into the wider female empowerment agenda. As with all categories, the judges will want to see some evidence of clear objectives, interesting execution and positive business results related to the sponsorship. But this will be considered in combination with any evidence supplied about how women or girls have been empowered. A sponsorship that fails to achieve business objectives won’t win. But judges will take a slightly less rigorous view if they are presented with a truly transformative campaign. Read our latest feature on Women's Sports Sponsorship here.
15. GRASS ROOTS SPORTS SPONSORSHIP – supported by the Sport and Recreation Alliance
Sports sponsorship isn't all about high-profile activation. Grass roots is a crucial component, so this Award is about the way sponsors and partner organisations reach out to local communities. Echoing the Social Purpose category, the judges like to see how both the brand and the sponsored organisation/community benefited. See also Rights Holder Award.
16. FOOTBALL SPONSORSHIP
This category is open to all football sponsorships so that can be anything to do with clubs (from elite to amateur, local to international), leagues or cup competitions for example. Any kind of football sponsorship can be entered regardless of sponsorship designation (eg. title sponsor, category partner), industrial category or focal point (eg. grassroots, naming rights, media activation or endorsement). The UKSA team reserves the right to split this category in two by budget/profile if there are sufficient entries to justify this. Entrants into this category are also encouraged to enter any other category – including Sport and Grassroots Sport. See also Rights Holder Award (19)
17. ESPORTS or GAMING SPONSORSHIP
As its name suggests, this category is for brands that have made great use of the fast-emerging gaming category. Criteria for success are similar to those in other categories, namely – clear objectives, great execution and proof of business benefits. The fast-emerging field of esports is covered, but so is sponsorship of everything from high-end console games to casual gaming. Sponsors that have managed to take advantage of emerging technology like VR gaming are also eligible.
Further reading: Esports sponsorship: end of year report
18. SPOTLIGHT AWARD: BEST SPONSORSHIP OF A NEW SPORTS FORMAT
Sport has always been fertile ground for innovative new formats. While marquee events like the FIFA World Cup, F1, English Premier League and the Olympics have proved resilient in the face of change, recent years have seen a remarkable array of new formats and franchises enter the global market. This year’s Spotlight Award celebrates this innovation by rewarding sponsors of new sports formats (launched since 2020). Judges will be looking for all the usual elements – clear objectives, great activation, tangible results etc. But they will also be interested in why sponsors took the brave decision to back a new format. Were they challenger brands themselves, looking for a disruptive platform? Did they spot something in the new format that others didn’t – an opportunity to reach a new audience perhaps? Were they given additional rights and assets as a quid pro quo for backing the new venture? The winner will be the sponsor that best exemplifies the case for taking a calculated risk.
Further reading:
New kids on the blocks: The rise of next gen sports formats – and what it means for sponsors
19. VENUE SPONSORSHIP
The category Venue Sponsorship is designed to reward companies that have made greatest use of their assets. While media exposure is a useful benefit of naming rights deals, this category requires some evidence of how the rights in question have been activated in different ways. The scale of the deal is not necessarily a guarantee of success in this category. It is important to show creativity and innovation around assets. Examples of Venue Sponsorship deals would be the first direct arena, SSE Arena, The O2, the Emirates Arena Glasgow, etc.
20. RIGHTS HOLDER AWARD
The purpose of this category is to showcase rights holder organisations that have used their assets to maximise their income streams and provide better and more attractive offerings for potential sponsors and partners.
Unlike the majority of UKSA’s awards, this category will not focus on the strength of a single campaign. Instead, they will look at the success of organisations as facilitators of sponsorship across the entire year.
UKSA’s judges will look at everything individual rights holders have done to make their platform more appealing to sponsors. They will look at new business wins, returning clients, and examples of creativity and innovation. Overall, the awards are an opportunity to shine the spotlight on a broader range of industry work.
The Arts Rights Holder award might celebrate a cultural venue that has revamped its approach to individual exhibitions, securing a new profile of sponsor. A Media Rights Holder category could be a broadcaster, radio station or social media platform that has created innovative branded content opportunities for sponsors. In Sports, the winner could be a club that has reorganised its official provider tier and secured important new revenues as a result. For guidelines on this category, please click here.
To support this category, a UKSA Case File looks at ways rights holders can support/improve their offering. Click here to read more. And also here.
21. BUSINESS TO BUSINESS SPONSORSHIP
In this category we are looking for the very best sponsorships which have helped a business organisation or corporate entity reach out to business/public sector/governmental stakeholders businessmen/women and/or high net worth individuals. One important point to note is that we are also interested in how the sponsorship has influenced the company's relationship with its employees (greater loyalty, improved productivity, etc.). So b2b should not just be thought of as the relationship between the sponsor and third party organisations. It is also about internal business benefits.
Further reading:
B2B or not B2B? Dissecting the power of business to business sponsorship
22. BRAND SPONSORSHIP
This category is aimed at sponsorships where the primary objective is the promotion of a brand or a group of brands. So we're looking for sales data and brand image shifts. Like sport, this category is split into two budget bands. Please ensure that you state the budget level on the entry form.
23. FIRST TIME SPONSOR AWARD
As its name suggests, this category is open to campaigns conducted by companies or brands that have executed sponsorship programmes for the first time in the last two years. This category is not open to first time sponsorships but to first time sponsors/brands - i.e., the first time that particular brand has used sponsorship as a marketing vehicle.
24. BEST LONG TERM SPONSORSHIP
This category is open to sponsorship campaigns which have been in place for a minimum of four years and have been renewed at least once. Entries are judged on the success of the campaign and how it has been developed year by year. Evidence of how insights have been developed and applied during the course of the relationship is a key consideration. There's no penalty for saying, "X didn't work in year 1, so we did Y in year 2 and boosted sales".
25. BEST INTERNATIONAL SPONSORSHIP – ACTIVATED FROM THE UK celebrates multi-territory campaigns that are led from the UK. Entries will need to show that the sponsorship in question has been activated in two or more territories – one of which must be the UK. Judges will be interested to read activation work undertaken in multiple markets, but will expect more detail on activities and results from the UK leg of the campaign. An example might be the sponsorship of a global/regional event by a multinational brand.
26. BEST INTERNATIONAL SPONSORSHIP – ACTIVATED FROM OUTSIDE THE UK celebrates multi-territory campaigns that are led from outside the UK. Entries will need to show that the sponsorship in question has been activated in two or more territories – one of which may be the UK but doesn’t have to be. An example might be the sponsorship that is activated across Ireland/UK, German/Austria, Benelux, Scandinavia, US/Canada or ASEAN. They key distinctions here are a) the UK doesn’t have to be included and b) if it is included, it is not the primary activation market.
27. BEST USE OF RESEARCH, MEASUREMENT & EVALUATION - sponsored by GSIQ
Entries should include details regarding : Objectives of research programme; budget level; methods and implementation; quality procedures; integration within sponsorship programme; how research was used to measure success, add value to project, attract new sponsors, etc. Emphasis should be placed on how the research was used to create, develop, edit and revamp the sponsorship.
This category will be judged against the following criteria:
Sponsorship scope and objectives: What were the objectives of the sponsorship and how were these to be achieved (scope of activities)
Aims of the Evaluation: What were the key aims of the research, measurement and evaluation?
Scope of activities: What activities were used to achieve the aims? What role did each of the activities have in contributing to overall learnings?
Evaluation design considerations: What factors were important in determining the type of evaluation conducted; what options (e.g. media valuations, profiling, tracking, impact assessment, market research...) were considered, and why/how was the eventual programme selected?
Brief outline of information/data collected/generated: a brief overview of the results, or type of data collected, with annotations where appropriate as to how the insights answered the original objectives.
Conclusions drawn and actions taken: How did the evaluation meet the objectives of the brief, and how it was used; what decisions or strategies were taken or amended or re-confirmed based on the results; in the case of evaluation or effectiveness research, what did the results demonstrate and has this/will this impact on future sponsorship campaigns?
28. BEST USE OF PUBLIC RELATIONS
This category is open to two kinds of entries: PR stunts/tactical campaigns and PR as a piece of integrated strategy. Both can win and have won. If the category attracts enough entries, it is possible that we may split it to reflect both varieties. Ambush-style stunts are initially more eye-catching, but winning entries need to show some strategic depth. If stunt-based, try to show us how the stunt came about and how you managed to leverage the impact it generated.
29. BEST USE OF A SMALLER ACTIVATION BUDGET (under £150,000)
This category is designed to recognise the great work being done with a smaller activation budget. Usual criteria apply but we are conscious of the fact that less budget limits what can be done in activation.
30. 20/20 VISION AWARD - A CELEBRATION OF SPONSORSHIP CRAFT & CREATIVITY
The 20/20 Vision Award is looking for outstanding executions where sublime craft has brought an exceptional creative idea to life. The category is open to every area of the sponsorship sector 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 the use of future-facing, game-changing or unorthodox technology.
30. BEST USE OF TECHNOLOGY IN SPONSORSHIP
This category is about technology. It has some overlap with innovation, but is more tightly-defined and less subjective. The goal here is to reward companies that use or supply technology solutions to amplify/impact a sponsorship campaign. This could be digital Out Of Home screens, digital perimeter boards, smart TVs, robots or self-driving cars – anything where a tech solution has clearly had a game-changing impact. It doesn’t have to be hardware however. VR/AR/metaverse, innovative data manipulation and delivery, smart use of mobile technology could all fit the bill. Keep in mind that the emphasis here is more on effectiveness than innovative solutions – so the winner will be the company/companies that have shifted the needle rather than simply delivered an eye-catching idea. Also remember this is an entered category, whereas Innovation is decided by judges. So this is an opportunity to argue a tailored case rather than hope your entry will be selected from across the entire 2026 entry pool.
32. SPONSORSHIP AGENCY OF THE YEAR – Large, Medium to Boutique, Breakthrough, Agency Wellbeing Award - sponsored by Wasserman Live
This category will be split into segments by size of agency, and possibly by type - and whether independent or part of a network group. It is essential therefore that you provide information on fee income. In previous years, this has meant one for large agencies (likely to have turnovers of £5 million plus) and another for Medium to Small or boutique consultancies. We also (depending on the entries) award for Innovation and in 2026 we will also be looking to present the Agency Wellbeing Award. Entries are encouraged from both the sponsorship sales and the advisory and activation sides of the business. However the final decision as to which category an agency falls into will be down to the judges. Judges will receive all entries in one group and then filter them into sub-groups, awarding a winner in each. Their decision is final. This approach is to make sure we are measuring like with like and not unfairly penalising SMEs. No agency should feel it is precluded from entering because of size.
Those agencies wishing to be considered for the Agency Wellbeing Award should consider elements such as perks and benefits – for example private health cover, voucher schemes or free EV charging on site. Evidence of mentoring, loyalty building practices robust bullying/whistleblowing guidelines, varied training opportunities or proof of advancement paths could also be factors. Some agencies may prefer to point to shared experiences, such as summer parties, Christmas lunches, the celebration of key religious festivals and company awaydays as proof of their attentiveness. Flexible working practices, time off for volunteering, cost of living bonuses and stress management workshops are also the kind of policies that could win your agency the new UKSA Wellbeing Award. Essentially what makes your agency a more positive and productive place to work. There is no additional charge to participate in this category. All agencies need to do is enter the agency category as usual – with details available on the UKSA website. But instead of submitting 1200 words, they should submit up to 1500 words. Please note that an agency could win Agency of the Year (Large, Medium, etc.) AND the Wellbeing Award.
- Entries for the Agency of the Year category need to offer:
- Evidence of success over the past 12 months – indicators: revenue growth, profit uplift, new business wins, client retention, success in securing sponsors for rights holders
- Examples of creativity and innovation either in terms of sponsorship campaigns or rights sales strategy.
- Examples of campaign success within the industry
- New initiatives within industry/influence/influencers within the sector
- Staff motivation and training/apprenticeship schemes, details on how diversity, equality & inclusion issues are addressed, sustainability. Think about why your agency is a great place to work - tell us why - see above.
- Please include client testimonials where possible.
- PLEASE NOTE THAT THE ENTRY FORM IS THE SAME FOR ALL CATEGORIES THEREFORE SOME INFORMATION REQUESTED IS NOT RELEVANT TO THIS CATEGORY. PLEASE TYPE N/A IN ALL IRRELEVANT BOXES - I.E., SPONSOR NAME, MISSION STATEMENT, ETC.
SPONSORSHIP INNOVATION OF THE YEAR
Entries to this Award are put forward by the judging team during the shortlisting process. The trophy will go to the agency, rights holder or brand behind an eye-catching, game changing innovation. For this category, we will take a slightly softer line on objectives and evidence but will not reward innovation for innovation's sake. The winning campaign will be one which, in the judges' opinion, introduces a creative solution to a campaign’s objectives - something fresh and inventive. It does not need to be a winner in any of the categories.
THE SPONSORSHIP OF THE YEAR TROPHY 2026
The top prize will be awarded to one outstanding winner chosen from the winners of the individual categories.
UKSA CHAMPIONS OF SPONSORSHIP
This initiative shines a spotlight on some of the most talented and influential figures in the sponsorship and partnership sector. The Champions programme replaces UKSA's long-standing Personality of the Year Award. Champions consists of five awards covering the full gamut of sponsorship activities: Arts & Entertainment, DEI, Sport, Community, Media and Innovation. All we need is your recommendation with a couple of paragraphs outlining why you are nominating this individual sent to info@sponsorship-awards.co.uk by the deadline of January 19th please.
2025 Champions are:
Community
Mark Fawcett, We Are Futures
Entertainment
Jim Campling, Live Nation
Sports
Darren Henry, British Cycling
To view their profiles, please click here.
THE BARRIE GILL AWARD FOR MOST PROMISING YOUNG SPONSORSHIP EXECUTIVE - partnered by No Turning Back 2020
This award recognises young executives (30 or under) working within agencies, client companies or rights holders who are making a significant impact within their organisation and the sector at large. Judges need a profile outlining what in particular makes this candidate exceptional, how he/she has impacted on your business, exceeded expectations on particular tasks and campaigns and how this translates into future career development.
Please send a maximum of 750 words outlining what in particular makes this candidate exceptional, how he/she has impacted on your business, exceeded expectations on particular tasks and campaigns and how this translates into future career development.
The submission should ideally come from the executive’s line manager and can include input from clients if appropriate.
Please address the points below:
Name of candidate:
Company:
Job Title:
Length of time in role:
Previous experience:
1. Why did you put this candidate through for this Award?
2. What qualities stand out as worthy of the BG Award? What does this executive bring to his/her role over and above what can be expected?
Please consider: Personality (motivation and drive); adaptability (flexibility of personality); credibility (knowledgeable, confident); innovation (tried new approaches with what results); ambition (drive and desire to succeed), team building/mentoring skills.
3. Where do you think he or she will be in five years time?
Please email your submission to info@sponsorship-awards.co.uk by the deadline of by the deadline of January 23rd please. Please do not hesitate to contact us if you need any further information or assistance. A member of the judging team will contact your candidate for a telephone conversation following which the candidate may be invited in for a more in depth face to face conversation with the Barrie Gill judging panel. Please note that the face to face conversations will take place in March 2025.
All finalists will be invited to the Awards Ceremony.
Please note that once you have selected the appropriate category/categories, you should also consider the Guidelines which should form the basis of all category entries.
