UK Sponsorship Awards 2026 - The Shortlist

1. Arts & Cultural Sponsorship

Astro Assemble schools interactive - A collaboration between Disney & Royal Museums Greenwich

Entered by: Royal Museums Greenwich

BAFTA & Don Julio at the EE BAFTA Film Awards 2025

Entered by: BAFTA

Roundhouse Creative Studios membership powered by Spotify

Entered by: Roundhouse

Saatchi Gallery - Powered by Peugeot

Entered by: Saatchi Gallery & Publicis Sport & Entertainment

Southbank Centre & the LEGO Group: We Built That

Entered by: Southbank Centre

ZWO Astronomy Photographer of the Year

Entered by: Royal Museums Greenwich

2. Live Entertainment & Event Sponsorship

Amazon Music City Sessions presented by Aviva at Aviva Studios

Entered by: Factory international at Aviva Studios

American Express presents BST Hyde Park

Entered by:  American Express

Co-op Live

Entered by: Co-op

e.l.f. Cosmetics & Afro Nation Portugal

Entered by: The Malachite Group

Flourish in the City - Addleshaw Goddard at the RHS Chelsea Flower Show

Entered by: Addleshaw Goddard

The Official Glastonbury App, powered by Vodafone

Entered by: Fuse

 

3. Social Purpose, Community or Charity Sponsorship

Action for Children’s 2025 Secret Santa Campaign with Nationwide Building Society

Entered by: Action for Children

Co-op Live and the Co-op Foundation

Entered by: Co-op

Fruity Couture: Creating Big Knit Energy with innocent

Entered by: Dorothy Partnerships

Relentless & Mura Masa

Entered by: Globe, Universal Music Group

 

4. Social Purpose, Community or Charity Sponsorship - Sport Focus

ELEMIS & Aston Martin Aramco Formula One™ Team

Entered by: ELEMIS

Forest Runner Campaign & CLIF Bar

Entered by:  Forestry England

Paddy Power - The EVEN BIGGER @ WDC 2026

Entered by: Paddy Power

Scottish FA & CHSS Sponsorship

Entered by: Scottish Football Association

Skateboard GB & Subway Fresh Moves

Entered by: Skateboard GB & Think Beyond

London Sport & Saatchi & Saatchi: ‘More Ball Games’

Entered by: London Sport

Style of Our Own powered by Mastercard

Entered by: Octagon

Toyota & Good for Cricket

Entered by: WPP Media Sport & Entertainment

 

5. Education & Learning Sponsorship

Astro Assemble schools interactive - Collaboration between Disney & Royal Museum Greenwich

Entered by: Royal Museums Greenwich

Premier League Primary Stars

Entered by: Hark 

Santander Open Academy & Formula One

Entered by: Sidhu & Simon

The Gallagher Touchline Academy

Entered by: Pitch Marketing Group

 

6. Environmental & Sustainability Sponsorship

BRITA & the LTA - Advantage Planet

Entered by: Iris London

Southbank Centre & the LEGO Group: We Built That

Entered by: Southbank Centre

Wild Spaces & Pearl & Dean

Entered by: National Parks

 

7. Best Use of Sponsorship to Encourage Diversity, Equality & Inclusion - partnered by The Talent Arc

Asahi Super Dry & Women’s Rugby World Cup

Entered by: FRUKT

e.l.f Cosmetics & Afro Nation Portugal

Entered by: The Malachite Group

McDonald’s Fun Football

Entered by: Leo UK

Metro Bank Champion of Women’s & Girls’ Cricket

Style of Our Own powered by Mastercard

Entered by: Octagon

WSL Football & Nike

Entered by WSL Football

 

8. TV Sponsorship - partnered by Thinkbox

adidas: official apparel partner of Sky Sports Golf

Entered by: Sky Media

How St James’s Place and Sky Arts made advice an art form

Entered by: Sky Media

How Nescafé Espresso Concentrated recoupled with Gen Z

Entered by: WPP Media (OpenMind)

Morrison’s sponsorship of Clarkson’s Farm on Amazon

Entered by: WPP Media Sport & Entertainment

Paddy Power Games & First Dates

Entered by: Paddy Power

 

9. Print, Radio & Film Sponsorship

A New Alternative: Man City & OKX

Entered by: Creative Artists Agency

The Fun Never Stops with VOXI Mobile and KISS

Entered by: Carat & The Story Lab

Tommy Hilfiger and F1 The Movie

Entered by: Sid Lee Sport

Wild Spaces with Pearl & Dean

Entered by: National Parks

 

10. Social Media & Digital Sponsorship

Beat The Icon with Coca-Cola

Entered by: Ear to the Ground

Enterprise Rent-A-Player - A UEFA Europa League Campaign 2024/25

Entered by: Footballco & Fuse

First Time Fans - The Football Association

Entered by: Hope&Glory PR

Hot vs Cole & Pringles 

Entered by: Ear to the Ground

Santander Open Academy & Formula One

Entered by: Sidhu & Simon

 

11. Branded Content

O2 presents: Cha-Rugby G - The Red Roses PR Manager

Entered by: MSQ Sport + Entertainment

DP World & ‘Keep Your Cool’ campaign

Entered by: 160 over 90

Marriott Bonvoy & Mercedes-AMG PETRONAS F1 Team – The Secret Concierge

Entered by: 160 over 90

Pizza Hut presents Big Zuu & AJ Tracey’s Rich Flavours

Entered by: Sky Media

Santander Open Academy & Formula One

Entered by: Sidhu & Simon

Shell Fan Engagement AI Activation

Entered by: Shell & Scuderia Ferrari

Sigrid & Victor Ray & DHL

Entered by: Globe, Universal Music Group

 

12. Branded Content - Football focus

Entered by: Footballco & Fuse 

Entered by: English Football League

Entered by: M&S Food

Entered by: Creative Artists Agency

Entered by: Hope&Glory PR

Entered by: Everton Football Club

 

13. Best Use of Talent 

O2 presents: Cha-Rugby G - The Red Roses PR Manager

Entered by: MSQ Sport + Entertainment

M&S appoints Jack Whitehall as FA’s Health and Nutrition Consultant

Entered by: M&S Food

Marriott Bonvoy x Mercedes-AMG PETRONAS F1 Team – The Secret Concierge

Entered by: 160 over 90

Private Matters: How the Dyers turned Gibberish into Trust for WhatsApp

Entered by: Publicis Media

Sigrid & Victor Ray with DHL

Entered by: Globe, Universal Music Group

Tia Maria & SEB

Entered by: Globe, Universal Music Group

Tommy Hilfiger and F1 The Movie

Entered by: Sid Lee Sport

 

14. Best Use of Sporting Talent

Beat the Icon with Coca-Cola

Entered by: Ear to the Ground

Do What You Love - Score More With Xbox

Entered by: Xbox

DP World & Tommy Fleetwood

Entered by: 160 over 90

Hot vs Cole & Pringles

Entered by: Ear to the Ground

Jameson & EFL Ultimate Matchday

Entered by: English Football League

Lexus & LTA: Becoming British Number One

Entered by: WPP Media Sport & Entertainment

Lucozade Sport Ice Kick & Jude Bellingham

Entered by: Wasserman

The Gallagher Touchline Academy

Entered by: Pitch Marketing Group

 

15. Sports Sponsorship -  partnered by Sport England and SportBusiness

Deep Heat & Deep Freeze & HYROX

Entered by: The Value Xchange

Lioness Letters & KIND Snacks UK

Entered by: KIND Snacks UK

Pentland and TNT Sports – Powering the Game

Entered by: Sky Media

Specsavers & The Scottish FA

Entered by: Specsavers

 

16. Sports Sponsorship - Larger Budget - partnered by Sport England and SportBusiness

adidas: official apparel partner of Sky Sports Golf

Entered by: Sky Media

Beat the Icon & Coca-Cola

Entered by: Ear to the Ground

ELEMIS & Aston Martin Aramco Formula One™ Team

Entered by: ELEMIS

O2 presents: England, meet England

Entered by: MSQ Sport + Entertainment

Lexus & LTA: Becoming British Number One

Entered by: WPP Media Sport & Entertainment

Paddy Power - The EVEN BIGGER @ WDC 2026

Entered by: Paddy Power

Toyota & Good for Cricket

Entered by: WPP Media Sport & Entertainment

 

17. Women’s Sports Sponsorship - partnered by Women in Sport

AXA & Women’s Walking Football

Entered by: Nonsense London

ELEMIS & Aston Martin Aramco Formula One™ Team

Entered by: ELEMIS

Lioness Letters & KIND Snacks UK

Entered by: KIND Snacks UK

Scottish FA & CHSS Sponsorship

Entered by: Scottish Football Association

Škoda UK - Complete The Streets

Entered by: Leo UK

Style of Our Own powered by Mastercard

Entered by: Octagon

WSL Football & Nike

Entered by: WSL Football

 

18. Women’s Sports Sponsorship - Women’s Rugby World Cup 2025 focus - partnered by Women in Sport

 

Asahi Super Dry & Women’s Rugby World Cup 2025

Entered by: FRUKT

Democratising Knowledge at the Women’s Rugby World Cup 2025 with Capgemini

Entered by: Capgemini & Stats Perform

O2 presents: England, meet England

Entered by: MSQ Sport + Entertainment

Gallagher & Women’s Rugby World Cup 2025

Entered by: Gallagher

Wilkinson Sword Intuition & Women’s Rugby World Cup 2025

Entered by: Edgewell Personal Care

 

19. Grass Roots Sports Sponsorship

adidas & Factory International - BUILD 2025

Entered by: Factory International

DP World & Beyond Boundaries Initiative

Entered by: 160 over 90

Kellogg’s Football Camps

Entered by: Wasserman

McDonald’s Fun Football

Entered by: Leo UK

Metro Bank Champion of Women’s & Girls’ Cricket

London Sport & Saatchi & Saatchi: ‘More Ball Games’

Entered by: London Sport 

Skateboard GB & Subway Fresh Moves

Entered by: Skateboard GB & Think Beyond

Toyota & Good for Cricket

Entered by: WPP Media Sport & Entertainment

 

20. Football Sponsorship

Ici C’est Notre Terrain (This Is Our Turf)

Entered by: Ear to the Ground 

Jameson & EFL Ultimate Matchday

Entered by: English Football League

Kellogg’s Football Camps

Entered by: Wasserman

M&S Food & The FA

Entered by: M&S Food

Specsavers & The Scottish FA

Entered by: Specsavers

The Goodison & Christopher Ward

Entered by: Everton Football Club

 

21. Esports & Gaming Sponsorship

BLAST.tv Austin Major & Alienware

Entered by: BLAST

Build in a Break: Earning the Right to Play Through In-Game Habit Stacking

Entered by: Publicis Media

Do What You Love - Score More With Xbox

Entered by: Xbox

Müller FRijj ‘Just Feel the Urjj Challenge’

Entered by: WPP Media Sport & Entertainment

Virgin Media Gamepad

Entered by: MSQ Sport + Entertainment

 

22. Venue Sponsorship

CBS Arena

Entered by: Ear to the Ground

Co-op Live

Entered by: Co-op

 

23. Rights Holder Award

AEG International Global Partnerships

Entered by: AEG International Global Partnerships

Co-op Live

Entered by:  Co-op

The Jockey Club

Entered by: The Jockey Club

Transport for Greater Manchester

Entered by: Transport for Greater Manchester

 

24. Business to Business Sponsorship

DP World & Tommy Fleetwood

Entered by: 160 over 90

Flourish in the City - Addleshaw Goddard at the RHS Chelsea Flower Show

Entered by: Addleshaw Goddard

Howden & The British & Irish Lions

Entered by: TTB Sport

 

25. Brand Sponsorship

Deep Heat & Deep Freeze & HYROX

Entered by: The Value Xchange

How Nescafé Espresso Concentrated recoupled with Gen Z

Entered by: WPP Media (OpenMind)

Howden & The British & Irish Lions

Entered by: TTB Sport

Paddy Power - The EVEN BIGGER @ WDC 2026

Entered by: Paddy Power

Pentland and TNT Sports – Powering the Game

Entered by: Sky Media

The Fare Game & Carlsberg

Entered by: Hope&Glory PR

Wilkinson Sword Intuition & Women’s Rugby World Cup 2025

Entered by: Edgewell Personal Care

 

26. Best Long Term Sponsor

How Volvo and Sky Atlantic Turned Sponsorship into a Growth Engine

Entered by: Sky Media

Live Nation & O2: 20 Years of Partnership

Entered by: Live Nation

O2  & England Rugby: Three Decades, One Defining Commitment

Entered by: MSQ Sport + Entertainment

VOXI Mobile & KISS

Entered by: Carat & The Story Lab

 

27. International Sponsorship - Activated outside UK

AIA Healthiest Schools Programme

Entered by: Hark 

BLAST.tv Austin Major & Alienware

Entered by: Blast

DP World & Ryder Cup

Entered by: 160 over 90

Sigrid & Victor Ray & DHL

Entered by: Globe, Universal Media Group

 

28. International Sponsorship - Activated from the UK

American Express & Formula 1: Year One of a Global Partnership

Entered by: American Express

e.l.f. Cosmetics & Afro Nation Portugal

Entered by: The Malachite Group

Gallagher High Performance Academy

Entered by: Gallagher

The F1 Season Ticket & Heineken

Entered by: The Romans

 

29. Best Use of Research, Measurement & Evaluation - sponsored by GSIQ

American Express presents BST Hyde Park

Entered by: American Express

Beat the Icon with Coca-Cola

Entered by: Ear to the Ground

How Volvo and Sky Atlantic Turned Sponsorship into a Growth Engine

Entered by: Sky Media

Lexus & LTA: Becoming British Number One

Entered by: WPP Media Sport & Entertainment

Visa Cash App Racing Bulls & Blauw: Team Image Sponsorship AccelerAItor

Entered by: Blauw Sponsorship Impact

 

30. Best Use of Public Relations

Freezing ‘Ice Cold’ - Cole Palmer for Topps Match Attax

Entered by: MatchFit

Fruity Couture: Creating Big Knit Energy with innocent

Entered by: Dorothy Partnerships

London Sport & Saatchi & Saatchi: ‘More Ball Games’

Entered by: London Sport

Paddy Power - The EVEN BIGGER @ WDC 2026

Entered by: Paddy Power

The Fare Game & Carlsberg

Entered by: Hope&Glory PR

The F1 Season Ticket & Heineken

Entered by: The Romans

31. Best Use of a Smaller Activation Budget

Coventry Building Society & Altra 13 Valleys Ultra

Entered by: Ear to the Ground

First Time Fans - The Football Association

Entered by: Hope&Glory PR

Forest Runner Campaign & CLIF Bar

Entered by: Forestry England

The F1 Season Ticket & Heineken

Entered by: The Romans

 

34. Best Use of Technology in a Sponsorship Campaign

 

BLAST.tv Austin Major & Alienware

Entered by: BLAST

Democratising Knowledge at the Women’s RWC with Capgemini

Entered by: Capgemini & Stats Perform

Shell Fan Engagement AI Activation

Entered by: Shell & Scuderia Ferrari

Škoda UK - Complete The Streets

Entered by: Leo UK

The Official Glastonbury App, powered by Vodafone

Entered by: Fuse

 

35. 20/20 Vision Award - A Celebration of Craft & Creativity

adidas & Factory International - BUILD 2025

Entered by: Factory International

Flourish in the City - Addleshaw Goddard at the Chelsea Flower Show

Entered by: Addleshaw Goddard

Ici C’est Notre Terrain (This Is Our Turf)

Entered by Ear to the Ground

Lexus & LTA: Becoming British Number One

WPP Media Sport & Entertainment

Marriott Bonvoy & Mercedes-AMG PETRONAS F1 Team – The Secret Concierge

160 over 90

Shell Fan Engagement AI Activation

Entered by: Shell & Scuderia Ferrari

Southbank Centre & the LEGO Group: We Built That

Entered by Southbank Centre

The Goodison & Christopher Ward

Everton Football Club

Tommy Hilfiger and F1 The Movie

Sid Lee Sport

 

36. Sponsorship Innovation of the Year

Build in a Break: Earning the Right to Play Through In-Game Habit Stacking

Entered by: Publicis Media

Do What You Love - Score More With Xbox

Entered by: Xbox

Hot vs Cole

Entered by Ear to the Ground

Škoda UK - Complete The Streets

Entered by: Leo UK

Style of Our Own powered by Mastercard

Entered by: Octagon

 

37. Sponsorship Agency of the Year - sponsored by Wasserman Live

Ear to the Ground

M&C Saatchi Sport & Entertainment

MatchFit

MSQ Sport + Entertainment

Oak View Group

Pangaea 13

Right Formula

Sid Lee Sport

WeAreFearless.

WPP Media Sport & Entertainment 

 

From this shortlist, a Large, Medium to Small and Breakthrough winner will be announced.

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