Congratulations to our 2024 Winners!
2024 ESA Awards Sector-focused awards
• Arts & Culture Sponsorship
– WINNER: Three Ireland: City Stages
• Best Use of Cutting-edge Technology
– HIGHLY COMMENDED: Using the Metaverse to supercharge the fan experience with OKX and Man City
– HIGHLY COMMENDED: Vodafone x GiveVision: 5G Headsets at Wimbledon
– WINNER: bp pulse EV silent disco
• Environmentally Sustainable Sponsorship
– COMMENDED: DHL & Formula 1: What Fuels You?
– HIGHLY COMMENDED: SSE Airtricity: Pookie
– WINNER: SC Johnson and Liverpool Football Club – At Work For A Better World
• Esports & Gaming Sponsorship
– HIGHLY COMMENDED: Rainbows Over Scotland
– HIGHLY COMMENDED: Virgin Media Gamepad – The UK’s Ultimate Gaming Destination
– WINNER: Sky Broadband & Guild Esports: #NoRoomForAbuse
• Media Sponsorship
– HIGHLY COMMENDED: AIB – Proud Sponsors of Home of the Year
– WINNER: Londis – Proud Sponsors of Ireland’s Fittest Family
• Music Sponsorship
– HIGHLY COMMENDED: Guinness “Lovely Days”
– WINNER: Elevating the Entertainment Experience: The Barclaycard Amp It Up Campaign
• Sponsorship with a Social Purpose < €250,000
– WINNER: Electric Ireland for Darkness Into Light
• Sponsorship with a Social Purpose €250,000-€999,999
– HIGHLY COMMENDED: Gjensidige – Social sustainability for a better society
– WINNER: Sky Broadband & Guild Esports: #NoRoomForAbuse
• Sponsorship with a Social Purpose €1M+
– HIGHLY COMMENDED: O2 and the Red Roses
– HIGHLY COMMENDED: SuperValu Community Includes Everyone
– WINNER: Barclays – It all starts with a chance
• Sport Sponsorship < €1M
– WINNER: ‘What Fuels You’ KIND Snacks partnership with the FA and England Lionesses
• Sport Sponsorship €1M-€4,999,999
– HIGHLY COMMENDED: From Sponsorship to Partnership: The Evolution of the Team Of Us, Vodafone
– WINNER: O2 and the Red Roses
• Sport Sponsorship €5M+ sponsored by datapowa
– HIGHLY COMMENDED: Xero’s sponsorship of the FIFA Women’s World Cup 2023™ and The Lionesses
– WINNER: OKX and Manchester City bring football fans closer to their heroes and Web3
2024 ESA Awards Discipline-focused awards
• Best Employee Engagement
– HIGHLY COMMENDED: FedEx x UEFA Champions League
– WINNER: ALL about ALL @Parc des Princes
• Best Newcomer
– WINNER: ‘What Fuels You’ KIND Snacks partnership with the FA and England Lionesses
• Best Use of Content
– HIGHLY COMMENDED: The Nutmeg: Just Eat x John O’Shea
– WINNER: Wear the Rose: An England Rugby Dream
• Best Use of Digital Channels
– HIGHLY COMMENDED: SuperValu Community Includes Everyone
– WINNER: Elevating the Entertainment Experience: The Barclaycard Amp It Up Campaign
• Best Use of Measurement & Insight
– COMMENDED: Subconscious Sponsorship
– WINNER: Mercedes-AMG PETRONAS Formula One Team & Blauw – Sponsorship Impact Tracker
• Best Use of PR
– HIGHLY COMMENDED: KIND & Ready10, fuelling the Lionesses
– WINNER: Vodafone x GiveVision – 5G Headsets at Wimbledon
• Best Use of Talent
– HIGHLY COMMENDED: Cadbury: World-Class Wins
– WINNER: The Nutmeg: Just Eat x John O’Shea
2024 ESA Awards Special Categories
• Agency of the Year
– WINNER: The Space Between
• Event of the Year sponsored by Sponsorworks
– HIGHLY COMMENDED: PwC Camogie All-Stars
– WINNER: Celebrating 30 Years of Partnership – Eat Move Sleep Drømmedøgn – BAMA
• Rights Holder of the Year sponsored by caytoo
– WINNER: AEG Global Partnerships
• ESA Best of Europe sponsored by Sponsorium
– BRONZE WINNER: United Kingdom – Heineken – Cheers to all fans
– SILVER WINNER: Spain – Espacio Ibercaja Delicias
– GOLD WINNER: Ireland – Irish Life Dublin Marathon
• ESA Sponsorship of the Year
– RUNNER-UP: Sky Broadband & Guild Esports: #NoRoomForAbuse
– WINNER: ‘What Fuels You’ KIND Snacks partnership with the FA and England Lionesses
2024 Shortlist
2024 ESA Awards Special Categories
• Agency of the Year
Recognising the very best agency or consultancy engaged in sponsorship (or related disciplines) work
– Ear to the Ground
– EssenceMediacom Sport & Entertainment
– Legacy
– M&C Saatchi Sport & Entertainment
– MKTG Sports + Entertainment
– Reg&Co Ltd
– Right Formula
– Teneo Sports Advisory
– The Space Between
– WeAreFearless
• Event of the Year sponsored by Sponsorworks
The best sponsored event (virtual or live) that delivered on all key objectives with a particular focus on audience engagement
– ALL DREAM TOURNAMENT
– BLAST.tv Paris Major 2023
– bwin Fans Final 2023
– Celebrating 30 Years of Partnership – Eat Move Sleep Drømmedøgn – BAMA
– PwC Camogie All-Stars
– The 2023 Vhi Women’s Mini Marathon
• Rights Holder of the Year sponsored by caytoo
Celebrating the Rights Holder that has shown innovation or developments in the sponsorship discipline, resulting in the growth of audience, revenue, engagement or participation. Can be any rights holder, including any brand, charity or individual
– AEG Global Partnerships
– ASM Global
– Extreme E
• ESA Best of Europe sponsored by Sponsorium
(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 – announced at ceremony)
The winner from each main award category is rejudged by the panel and one campaign is crowned ‘ESA Sponsorship of the Year’
2024 ESA Awards Main Categories
Sector-focused awards
• Arts & Culture Sponsorship
An award specifically focused on the arts and culture sector – for a campaign, activation or holistic partnership
– ESB Brighter Future Arts Fund
– Fashioning Masculinities: The Art of Menswear In partnership with Gucci
– Hahnemühle and Photo London
– Home Festivals by OBOS
– Nice To Meet You Again – MINI x The London Design Festival
– Tate gallery, Liverpool (Kodansha & Liverpool FC)
– The Great Reading Challenge / Den stora läsutmaningen
– Three Ireland: City Stages
• 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
– Audi fuels Sky Sports’ innovation
– bp pulse EV silent disco
– Jaguar TCS Racing: Driving the Sustainability Agenda
– Nissan Formula E Brain to Performance Project
– The NEOM McLaren FE Team unveil world-first generative AI-designed livery
– Using the Metaverse to supercharge the fan experience with OKX and Man City
– Vodafone Ireland and Irish Rugby 5G Mobile Private Network
– Vodafone x GiveVision: 5G Headsets at Wimbledon
• Environmentally Sustainable Sponsorship
The best sponsorship that inspires audiences by championing a cause and campaigning for environmental sustainability
– DHL & Formula 1: What Fuels You?
– evian x Wimbledon refillable system
– Just Eat Sustainable Packaging
– PwC Ireland’s ESG Leadership: Climate of Business
– SC Johnson and Liverpool Football Club – At Work For A Better World
– SSE Airtricity: Pookie
– The Recharge in Nature Project
• Esports & Gaming Sponsorship
Focusing on outstanding campaigns and sponsorships in esports and gaming
– Excel Esports x JD Sports
– Rainbows Over Scotland
– Sky Broadband & Guild Esports: #NoRoomForAbuse
– Sony INZONE Launch
– ‘Unlock Your Universe’ with Lucozade x Starfield
– V.Hive, the Ultimate Fan Experience
– Virgin Media Gamepad – The UK’s Ultimate Gaming Destination
• 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 – Proud Sponsors of Home of the Year
– Allianz X Distilled
– Londis – Proud Sponsors of Ireland’s Fittest Family
– Nederlandse Loterij Behind Orange
– Panadol: Made in Ireland
– PwC Ireland x IMAGE Media Business Partnership
– PwC Ireland’s ESG Leadership: Climate of Business
– Sage x TikTok – Six Nations Rugby
• 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.
– 2023 MERCURY PRIZE WITH FREENOW
– Amex Afters
– Bank of Ireland Carnival Quarter
– bp pulse electrifies CarFest
– Coke Studio
– Elevating the Entertainment Experience: The Barclaycard Amp It Up Campaign
– Guinness “Lovely Days”
– Three Ireland: City Stages
• Sponsorship with a Social Purpose
The best sponsorship that inspires audiences by championing a cause and/or positive social change. 3 sub-categories by rights fees
• Sponsorship with a Social Purpose < €250,000
– Allianz + Women’s Aid #StandStrong
– An Post Irish Book Awards: Making Reading Accessible to Everybody
– Electric Ireland for Darkness Into Light
– KPMG Books for Birdies
– PwC Ireland’s ESG Leadership: Climate of Business
– Responsible Gaming campaign by TOTO – Part of the Dutch Lottery
– Stand Up Against Street Harassment with L’Oreal Paris at All Points East
– WeAreFearless x Hackney Women’s FC
• Sponsorship with a Social Purpose €250,000-€999,999
– Generali Women in Sailing
– Gjensidige – Social sustainability for a better society
– JustEat Feed the Game
– Sky Broadband & Guild Esports: #NoRoomForAbuse
– The Howdens Game Changer Programme
• Sponsorship with a Social Purpose €1M+
– Barclays – It all starts with a chance
– DP World ‘Beyond Boundaries’ Initiative
– Heineken® “Cheers to You” – a tribute to ALL fans of football
– O2 and the Red Roses
– Standard Chartered Bank “Play On” Campaign
– SuperValu Community Includes Everyone
– The FA | M&S Food | Eat Well, Play Well Campaign
– Three x Chelsea FC WSYN
• Sport Sponsorship
Awarding the brand that has demonstrated a successful sponsorship in sport. 3 sub-categories by rights fees
• Sport Sponsorship < €1M
– Budweiser – Official Beer Partner of the College Football Classic
– Electric Ireland GAA Minor Championships
– Inspiring the future through the KPMG Women’s Irish Open
– Irish Life Dublin Marathon
– OUTBELIEVE Sky & the WNT
– PwC Ireland x IRFU Underage Rugby
– TOTO Dart Kings
– ‘What Fuels You’ KIND Snacks partnership with the FA and England Lionesses
• Sport Sponsorship €1M-€4,999,999
– Audi fuels Sky Sports’ innovation
– Aviva Ireland
– Bank of Ireland Never Stop Competing
– From Sponsorship to Partnership: The Evolution of the Team Of Us, Vodafone
– IG x ECB – Net Gains
– O2 and the Red Roses
– Topps Tiles X Leicester Tigers
• Sport Sponsorship €5M+ sponsored by datapowa
– Barclays & Wimbledon: Game, Set and Perfectly Matched.
– OKX and Manchester City bring football fans closer to their heroes and Web3
– Standard Chartered Bank “Play On” Campaign
– TCS & Jaguar: Driving the Sustainability Agenda
– Xero’s sponsorship of the FIFA Women’s World Cup 2023™ and The Lionesses
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
– ALL about ALL @Parc des Princes
– Barclays x Wimbledon Employee Engagement
– FedEx x UEFA Champions League
– NTT DATA Employees at The Open
• 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
– Asahi Super Dry x City Football Group
– Electric Ireland Camogie Sponsorship
– Jo Malone London presents Glide at Battersea Power Station
– OKX and their global partners bring fans closer to their heroes and web3
– Sage x Six Nations Rugby Limited Partnership
– Standard Life – Sponsorship of Cancer Research UK’s Race for Life
– ‘What Fuels You’ KIND Snacks partnership with the FA and England Lionesses
• Best Use of Content
Celebrating the most effective use of content in a sponsorship campaign
– AIG & Dublin GAA – Celebrating Support
– All Roads Lead to Thursday – Enterprise Rent-A-Car
– Asahi Super Dry & Manchester City: Tokyo Subcultures
– Google Pixel – Football On Pixel
– Marriott Hotels Suite of Dreams
– SSE Airtricity: Pookie
– The Nutmeg: Just Eat x John O’Shea
– Wear the Rose: An England Rugby Dream
• 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
– BLAST Premier Fall Final 2022 x Netflix Nordic
– bwin Fans Final 2023
– Elevating the Entertainment Experience: The Barclaycard Amp It Up Campaign
– SSE Airtricity: Pookie
– SSE Airtricity: This League Takes You There
– SuperValu Community Includes Everyone
• 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
– A pioneering measurement program for a venue built for the future
– EFG & Nielsen: Innovating Esports Sponsorship Valuation
– Energia – Rugby for All
– Mercedes-AMG PETRONAS Formula One Team & Blauw – Sponsorship Impact Tracker
– Subconscious Sponsorship
• Best Use of PR
The best example 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)
– Aviva’s Best Seat in the House
– KIND & Ready10, fuelling the Lionesses
– Sky Ireland and the Republic of Ireland Women’s National Team
– SuperValu Community Includes Everyone
– Three Ireland: City Stages
– TOTO Dart Kings
– Vodafone 5G Connecting Irish Rugby
– Vodafone x GiveVision – 5G Headsets at Wimbledon
• Best Use of Talent
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
– Barclays x Wimbledon Frances Tiafoe
– Cadbury: World-Class Wins
– Crystal Ski Holidays x Hyde Park Winter Wonderland
– Google Pixel – Football On Pixel
– New Balance x Raheem Sterling
– Standard Chartered Bank “Play On” Campaign
– The Nutmeg: Just Eat x John O’Shea
– Three Ireland: City Stages