Best Use of Content Award

Best Use of Content Award

This category recognizes the most impactful use of content in sports sponsorship campaigns, evaluating creative and innovative sponsorship activation strategies that effectively use content and storytelling to engage their target audience.

Entry is limited to a 5-page A4 PDF submission. The judges will be seeking authentic campaigns that not only capture attention but also resonate and deeply connect with the intended demographic, demonstrating real value and relevance.

They’ll be looking for well-evidenced information – supported by photos and supporting materials – that demonstrates a clear plan and its delivery against core objectives, paying attention to the criteria listed below.

• Organization Background: Please outline when the organization was established, the sector it operates in, the number of employees, and full sponsorship portfolio.
• Sponsorship: Please describe the sponsorship linked to the content, how long it has been in existence, the category, level, and unique features.
• Objectives: What were the objectives of the sponsorship campaign? For example, connecting with a specific audience, positioning the brand to a new market, brand launch, key messages etc. What metrics do you use to measure its success?
• Execution: Outline how these objectives were met, including how content was used to achieve these aims as well as how the campaign was integrated through other channels. Please include a summary of media weight for this channel and some examples of the creative execution.
• Outcome & Results: Outline why this is the best use of content in a sponsorship campaign in Africa. Please provide details of the outcomes, e.g. research, brand health, product or service awareness/sales/uptake, consumer feedback, differentiation etc.
• Feedback: Where possible, please include fan or consumer feeds, or any other relevant feedback.