- New Community & Grassroots Sponsorship category introduced for 2027
- Awards continues to recognise best practice over scale, rewarding success regardless of budget
- Arts, culture and music partnerships have claimed the industry’s top honour for the past two years
Entries are now open for the 2027 ESA Awards – Europe’s most prestigious celebration of sponsorship excellence.
Organised by the European Sponsorship Association, the ESA Awards recognises outstanding work by brands, rights holders and agencies from across the full spectrum of sponsorship, rewarding campaigns that demonstrate the creativity, effectiveness, measurable impact and strategic thinking behind exceptional partnerships.
For 2027, the ESA Awards introduces a new Community & Grassroots Sponsorship category, recognising the increasingly important role of purpose-based sponsorship in supporting local clubs, organisations and communities while delivering meaningful outcomes for partners.
The new category joins a portfolio that reflects the diversity of today’s sponsorship industry, spanning sport, arts and culture, entertainment, charities, esports and gaming, education, business and many more sectors. Entries can be based on partnerships that are activated over an 18-month period from March 2025 to September 2026, encompassing two summers of major sports and cultural events.
Importantly, the ESA Awards continues to celebrate excellence across all ranges of budget. Winning entries are judged on the quality of the strategy, creativity and execution behind the partnership’s successful delivery on objectives, creating opportunities for organisations of every size to compete on a level playing field.
That philosophy has been reflected in recent winners. While sport remains a cornerstone of the sponsorship industry, the last two ESA Sponsorship of the Year titles have been won by arts, culture and music partnerships: The Breathing Space by Gjensidige and World Unseen by Canon and RNIB. Their success demonstrates that the industry’s highest honours are awarded to the most effective partnerships regardless of scale – and the rigour of judging is central to that ethos.
More than 100 senior sponsorship professionals from across Europe independently assess every entry against clearly defined judging criteria, ensuring campaigns are recognised for their effectiveness, innovation and impact rather than the scale of their investment. Applications to judge the 2027 ESA Awards are open until 4 September 2026.
The 2027 ESA Awards will culminate in a prestigious ceremony at The Brewery in London on Thursday 11 March, bringing together the European sponsorship community to celebrate 18 months of outstanding work across the continent.
Matthew Leopold, ESA Awards Chair of Judges, said: “The ESA Awards celebrates the very best sponsorship work from across Europe, but one of its greatest strengths is that excellence and true effectiveness can be found in every corner of our industry.
“Each year, our judges are inspired by the quality, diversity and ambition of the entries we receive. Whether it’s a global sponsorship platform or a partnership transforming a local community, the campaigns that stand out are those that combine strategic thinking, creativity and measurable impact.
“The introduction of our new Community & Grassroots Sponsorship category is an exciting addition for 2027. It recognises the incredible work taking place at a local level, where sponsorship is strengthening communities while delivering genuine value for brands and rights holders alike.
“We’re also proud to have seen arts and culture partnerships win ESA Sponsorship of the Year for the past two years. It’s a powerful reminder that the ESA Awards rewards excellence wherever it is found, and we encourage organisations of every size and from every sector to showcase their very best work.”
Entry for the 2027 ESA Awards is now open, with the following key dates:
- Friday 16 October: entry deadline
- Thursday 10 December: shortlist announced
- Friday 8 January 2027: early-bird ceremony ticket deadline
- Thursday 11 March 2027: ESA Awards ceremony.
CATEGORIES DEDICATED TO ARTS, CULTURE, ENTERTAINMENT & MUSIC
Arts & Culture Sponsorship
An award specifically focused on the arts and culture sector – for a campaign, activation or holistic partnership. This category is free to enter.
Festival Sponsorship
The best festival sponsorship. This could be any festival e.g. music, literary, any other arts & culture festival.
Music Sponsorship
The best sponsorship in the musical field. This could be a music event, music-related activation, or holistic partnership with labels / studios, etc.
Click here to read the full list of categories for 2027.
-ENDS-
About ESA
The European Sponsorship Association (ESA) is the essential and inclusive community for all professionals working in sponsorship. We inspire more successful sponsorships, drive confidence in decision making and grow a diverse community through world-leading education, events and resources, industry connections and recognition of excellence.
ESA’s reach encompasses all types of sponsorship activity from sport, broadcast, education, charity, the arts and culture, to environment and the community. Its members include sponsors, rights holders, agencies and consultants, professional advisors and suppliers.
For media queries, please contact:
Jonathan Coates | ESA Marketing, Communications and Events Manager
marketing@sponsorship.org | +44 (0) 7788 352219
