UK Sponsorship Awards Unveils New Rights Holder Award Category For 2017

The UK Sponsorship Awards has launched a new category for the 2017 edition of its annual awards. Entitled Rights Holders Award - Best Activation of Assets, the new award is aimed at rights holders who do a great job of supporting their sponsors.

“When the marketing industry talks about great sponsorships, it usually looks at them from the perspective of brands,” says UKSA organiser Rosemary Sarginson. “All the talk is of how a brand identified an opportunity and came up with a creative and effective way of activating it. However at UKSA we believe it’s important to recognise that rights holders also have an important role to play in making a sponsorship as impactful as possible. The way rights holders organise their assets, and their willingness to buy into a brand’s strategic vision, plays a huge part in whether a sponsorship stands out from the crowd.”

For organisations interested in entering, this is the break down:

Rights Holders Award - Best Activation of Assets

Rights holders have a wide range of valuable assets including their audience, fan base, membership/season ticket holder databases, broadcast and digital media exposure, branding and activation opportunities, corporate hospitality offerings, facilities, access to ambassadors, community outreach, etc. The purpose of this new category is to showcase rights holder organisations across all sectors that have used their assets to maximise their income streams and provide better and more attractive offerings for potential sponsors and partners.

Judges will reward organisations that have a clear understanding of the identification and profile of their audiences, who have mined, sliced and diced their databases to ensure that they are sending the most appropriate and effective messages to engage fans with their sponsor partners. The judges will also be looking to see how effectively this has been communicated to the marketplace and that the marketing and sales teams are working together to offer a ‘best fit’ opportunity with optimum activation possibilities for partners.

Entry to this Award will not follow the structure of other submissions. The entry should look at the activation programme as a whole and use particular campaigns as examples. Anyone seeking more information on the Award should contact Rosemary Sarginson on 020 8891 1067 or by email to info@sponsorship-awards.co.uk.

To support the launch of the category, a new UKSA Case File looks at ways rights holders can support/improve their offering.  Click here to read more.