2023 ESA Awards Sector-focused awards

Arts & Culture Sponsorship: 2 sub-categories

Arts & Culture Sponsorship – Charitable Organisations
– WINNER: Innis & Gunn Brewing X The Royal Edinburgh Military Tattoo 2 Scottish Icons

Arts & Culture Sponsorship – Non-charity
– WINNER: An Post Irish Book Awards: “Everyone A Reader”

Best Use of Cutting-edge Technology

– HIGHLY COMMENDED: Using Tech to Enhance the Fan Experience and Unlock Brand Growth
– WINNER: Full speed ahead with an AR lens on Snapchat

Best Use of ESG & Purpose-led Sponsorship: 2 sub-categories

Best Use of ESG & Purpose-led Sponsorship – Non-sport
– HIGHLY COMMENDED: Energia Get Ireland Growing
– HIGHLY COMMENDED: SuperValu TidyTowns Save the Bees
– WINNER: Allianz + Women’s Aid #TheWorldsStrongestWomen

Best Use of ESG & Purpose-led Sponsorship – Sport
– HIGHLY COMMENDED: AIG | Support for Drummo
– WINNER: Bord Gáis Energy ‘State of Play’

Esports & Gaming Sponsorship

– HIGHLY COMMENDED: DHL & ESL
– WINNER: EXCEL ESPORTS and EE

Sport Sponsorship €250,000-€499,999 sponsored by caytoo
– HIGHLY COMMENDED: Summer Olympics 2021 – record results on and off the arena
– WINNER: Sky x WNT Outbelieve

Sport Sponsorship €500,000-€999,999 sponsored by caytoo
– HIGHLY COMMENDED: Heineken x UEFA Women’s EURO 2022
– WINNER: The Masterpiece

Sport Sponsorship €1M+ sponsored by DataPOWA
– COMMENDED: Accor Live Limitless X Paris Saint-Germain
– HIGHLY COMMENDED: Visa X UEFA Women’s EURO 2022
– HIGHLY COMMENDED: Workday x F1: Driving a Changing World
– WINNER: eBay x EFL – Small Businesses United

2023 ESA Awards Discipline-focused awards

Best Employee Engagement

– WINNER: Road to Women’s EURO 2022 – Visa X UEFA

Best Newcomer

– WINNER: OUTBELIEVE Sky x WNT

Best Use of Content

– HIGHLY COMMENDED: Energia AIL – A 30 Year Rugby Legacy
– WINNER: Outbelieve Sky x WNT

Best Use of Digital Channels

– WINNER: Castrol Game Changers

Best Use of Measurement & Insight

– WINNER: VodafoneZiggo & Blauw Sponsoring Insights: Continuous Impact Tracker

Best Use of PR: 2 sub-categories

Best Use of PR Outside Soccer
– HIGHLY COMMENDED: Energia Get Ireland Growing
– HIGHLY COMMENDED: Vodafone Haptic Suits
– WINNER: The Masterpiece

Best Use of PR – Soccer
– WINNER: FedEx – The Art of Defining Moments

Best Use of Talent: 2 sub-categories

Best Use of Talent – Non-regulated
– WINNER: Accor Live Limitless X Paris Saint-Germain

Best Use of Talent – Regulated
– WINNER: Full speed ahead with an AR lens on Snapchat

2023 ESA Awards Special Categories

Agency of the Year: 2 sub-categories

Group Owned Agency of the Year
– WINNER: Teneo Sports Advisory

Independent Agency of the Year
– HIGHLY COMMENDED: Bright Partnerships
– WINNER: WeAreFearless.

Event of the Year sponsored by Dataflow Events

– COMMENDED: FedEx: Official Sponsor of the UEFA Champions League Final 2022
– WINNER: Vhi More Than Running

2 Special Categories announced at ceremony:

ESA Best of Europe sponsored by SPONSORIUM

– Special mention: Finland – IDEAPARK & CLASSIC: Sports entertainment in the middle of a shopping centre
– BRONZE WINNER: Denmark – Made By Denmark
– SILVER WINNER: Slovenia – Laško and Slovenian Olympic Committee: “Mission: Glacier”
– GOLD WINNER: United Kingdom – eBay x EFL – Small Businesses United

ESA Sponsorship of the Year

– Special mention: Allianz + Women’s Aid #TheWorldsStrongestWomen
– Special mention: An Post Irish Book Awards: “Everyone A Reader”
– RUNNER-UP: IDEAPARK & CLASSIC: Sports entertainment in the middle of a shopping centre
– WINNER: Broadcast Breakaway: WHOOP x Eurosport innovation unlocks the Giro d’Italia

See previous years’ winners

2023 Shortlist

2023 ESA Awards Special Categories

Independent Agency of the Year

Recognising the very best independent agency or consultancy engaged in sponsorship (or related disciplines) work

– Bright Partnerships
– SQN
– WeAreFearless.

Event of the Year sponsored by Dataflow Events

The best sponsored event (virtual or live) that delivered on all key objectives with a particular focus on audience engagement

– BLAST Premier Fall Final 2021
– Extreme E Arctic X Prix
– FedEx: Official Sponsor of the UEFA Champions League Final 2022
– OBOS på Operataket – a concert on the roof of the Opera
– PwC All-Stars 50th Anniversary
– Vhi More Than Running

2 Special Categories announced at ceremony:

ESA Best of Europe sponsored by SPONSORIUM
– Bronze
– Silver
– Gold
(entry by invitation only)

Across Europe, each national sponsorship agency puts forward their sponsorship of the year. Bronze, Silver and Gold are awarded to the best of the best with entry by invitation only.

ESA Sponsorship of the Year (chosen from category winners)

The winner from each main award category (below) is rejudged by the panel and one campaign is crowned ‘ESA Sponsorship of the Year’

2023 ESA Awards Sector-focused awards

Arts & Culture Sponsorship: 2 sub-categories

Arts & Culture Sponsorship – Charitable Organisations

An award specifically focused on the arts and culture sector – for a campaign, activation or holistic partnership – focusing on charities

– Baillie Gifford x Edinburgh International Book Festival
– Bank of Ireland x Business to Arts Begin Together Arts Fund
– Innis & Gunn Brewing X The Royal Edinburgh Military Tattoo 2 Scottish Icons

Arts & Culture Sponsorship – Non-charity

An award specifically focused on the arts and culture sector – for a campaign, activation or holistic partnership – not charity related

– An Post Irish Book Awards: “Everyone A Reader”
– JM Finn & The Affordable Art Fair
– OBOS på Operataket – a concert on the roof of the opera
– Opera and ballet for all
– Three launch sponsorship of 3Olympia Theatre

Best Use of Cutting-edge Technology

Celebrating the innovative use of technology in the sponsorship sector. This award can be for the tech itself or for the application of the tech in sponsorship, such as selecting an asset, engaging with customers or enhancing an activation

– AIG | Neuro Effectiveness Evaluation
– Extreme E & Vodafone Business
– Full speed ahead with an AR lens on Snapchat
– NTT DATA & The R&A: ShotView at The 150th Open
– Using Tech to Enhance the Fan Experience and Unlock Brand Growth
– Vodafone #FeelTheConnection Haptic Suits

Best Use of ESG & Purpose-led Sponsorship: 2 sub-categories

Best Use of ESG & Purpose-led Sponsorship – Non-sport

The best non-sport ESG/ purpose-led partnership or sponsorship that inspires audiences by championing a cause and campaigning for positive change. The winning entry is likely to promote environmental, economic and/or social sustainability. ESG = environmental social corporate governance

– Allianz + Women’s Aid #TheWorldsStrongestWomen
– Energia Get Ireland Growing
– SuperValu TidyTowns Save the Bees
– The Climate of Business
– Vodafone & Elton John AR experience at BST Hyde Park

Best Use of ESG & Purpose-led Sponsorship – Sport

The best sport ESG/ purpose-led partnership or sponsorship that inspires audiences by championing a cause and campaigning for positive change. The winning entry is likely to promote environmental, economic and/or social sustainability. ESG = environmental social corporate governance

– AIG | Support for Drummo
– Extreme E & Allianz
– Give A Doubt
– SSE Airtricity – A Common Goal
– Bord Gáis Energy ‘State of Play’

Esports & Gaming Sponsorship

Focusing on outstanding campaigns and sponsorships in esports and gaming

– Aramco x Gamers8
– DHL & ESL
– EXCEL ESPORTS and EE
– Gucci Gaming Academy – A collaboration between FACEIT Group and Gucci
– Lucozade Energy x Xbox x Halo Infinite: Unleash Your Inner Hero

Media Sponsorship

Best media partnership or sponsorship across any online or offline media channel e.g. broadcast, cinema, magazine, press, radio and TV partnerships

– AIB HOTY
– Broadcast Breakaway: WHOOP x Eurosport innovation unlocks the Giro d’Italia
– McDonalds’ sponsorship of 2FM Breakfast
– PwC Ireland IMAGE Media Partnership
– Sky Sports News signs WhatsApp for UK’s first live news branded integration
– Sponsorship of Family Entertainment on Virgin Media Television

Music Sponsorship

The best sponsorship in the musical field. This could be a music event, festival, music-related activation, or holistic partnership with labels/ studios, etc.

– BMW Play Next at All Points East
– BST Hyde Park Is Epic #withAmex
– DHL FAST-TRACK
– O2 Priority Gigs
– Three sponsorship of Electric Picnic

Sport Sponsorship: 4 sub-categories

Sport Sponsorship < €250,000 sponsored by caytoo

Awarding the brand that has demonstrated a successful sponsorship in sport. Rights fees < €250,000

– American Express Shirt Buy-Back with BHAFC and Hope&Glory
– Circle K – Here for Ireland
– Full speed ahead with an AR lens on Snapchat
– IDEAPARK & CLASSIC: Sports entertainment in the middle of a shopping centre
– Skateboard GB & Habito – Building a partnership with purpose

Sport Sponsorship €250,000-€499,999 sponsored by caytoo

Awarding the brand that has demonstrated a successful sponsorship in sport. Rights fees €250,000-499,999

– Sky Sports News signs WhatsApp for UK’s first live news branded integration
– Sky x WNT Outbelieve
– Summer Olympics 2021 – record results on and off the arena

Sport Sponsorship €500,000-€999,999 sponsored by caytoo

Awarding the brand that has demonstrated a successful sponsorship in sport. Rights fees €500,000-999,999

– Heineken x UEFA Women’s EURO 2022
– The Masterpiece

Sport Sponsorship €1M+ sponsored by DataPOWA

Awarding the brand that has demonstrated a successful sponsorship in sport. Rights fees €1M+

– Accor Live Limitless X Paris Saint-Germain
– AIG | Dublin GAA
– eBay x EFL – Small Businesses United
– Extreme E & Continental Tires
– Liverpool FC & NIVEA MEN
– Visa X UEFA Women’s EURO 2022
– Workday x F1: Driving a Changing World

2023 ESA Awards Discipline-focused awards

Best Employee Engagement

The best activation of a sponsorship through a campaign targeted at engaging employees – utilising internal comms, activations or activities

– Baillie Gifford x The Power of Stories
– Presenti sul Territorio, Vicini alle Comunità
– Road to Women’s EURO 2022 – Visa X UEFA

Best Newcomer

Recognising those brands and rights holders that are new to sponsorship or haven’t been active in sponsorship over the last 2 years. The partnerships celebrated should be <12 months old at point of activation

– Moments of Gold
– OUTBELIEVE Sky x WNT
– TritonLake’s Title Sponsorship of the Ireland Men’s and Women’s Rugby Seven

Best Use of Content

Celebrating the most effective use of content in a sponsorship campaign

– AIB & The GAA – Tough Can’t Quit
– Energia AIL – A 30 Year Rugby Legacy
– FedEx x UEFA Champions League: Engaging B2B fans through football content
– My Everton together with hummel
– Outbelieve Sky x WNT
– Play Limitless
– SSE Airtricity – A Common Goal

Best Use of Digital Channels

Best overall digital campaign – reflecting excellent overall use of digital as a platform (e.g. use of website, content, and social media) linked to a sponsorship or event

– Castrol Game Changers
– Energia AIL – A 30 Year Rugby Legacy
– Transfer Deadline Day with WhatsApp View Once

Best Use of Measurement & Insight

The best example of actionable use of data/ insights/ analytics, demonstrating intelligent use of quantitative or qualitative insights, and how this has positively impacted decision-making in commercial partnerships or sports and entertainment campaigns

– AIG | The Neuromarketing of Sponsorship
– Nielsen Sports and Six Nations Rugby Ltd – TikTok Women’s Six Nations 2022
– VodafoneZiggo & Blauw Sponsoring Insights: Continuous Impact Tracker

Best Use of PR: 2 sub-categories

Best Use of PR Outside Soccer

The best example outside soccer of how PR has been used as part of a sponsorship campaign, or in a tactical way to activate around a sport and music event/ moment/ news story, driving measurable ROO (rather than solely focusing on media value or reach)

– #CommunityIncludesEveryone – SuperValu’s Sponsorship of the GAA All-Ireland
– 2022 Aer Lingus College Football Classic submitted by Legacy Communications
– AIG | Support4Drummo
– Energia Get Ireland Growing
– Second Life Container – DP World – 160over90
– The Masterpiece
– Vodafone Haptic Suits

Best Use of PR – Soccer

The best example of how PR has been used as part of a soccer sponsorship campaign, or in a tactical way to activate around a football and music event/ moment/ news story, driving measurable ROO (rather than solely focusing on media value or reach)

– American Express Shirt Buy-Back with BHAFC and Hope&Glory
– FedEx – The Art of Defining Moments
– SSE Airtricity – A Common Goal

Best Use of Talent: 2 sub-categories

Best Use of Talent – Non-regulated

Best use of talent in sponsorship and activations – may be an ambassador, blogger, celebrity, influencer, sports star etc. and can be an individual, group or team. The sponsor is not regulated

– Accor Live Limitless X Paris Saint-Germain
– FedEx x UEFA Champions League: Engaging B2B fans using football talent
– Heineken Deadline Day – Here We Go
– Just Eat Ireland: DNA in Talent
– ‘P.E. with Joe’ on tour powered by MINI BIG LOVE

Best Use of Talent – Regulated

Best use of talent in sponsorship and activations – may be an ambassador, blogger, celebrity, influencer, sports star etc. and can be an individual, group or team. The sponsor is regulated

– AIB & Gaelic Games – Tough Can’t Quit
– AIG | Effort Is Equal
– AIG | Support4Drummo Campaign
– Energia AIL – A 30 Year Rugby Legacy
– Full speed ahead with an AR lens on Snapchat
– State of Play
– Summer Olympics 2021 – record results on and off the arena

See previous years’ winners