WINNERS REVEALED AT BT SPORT INDUSTRY AWARDS
The best of the best from the UK sport industry over the last year was rewarded at the BT Sport Industry Awards on Thursday evening, as those responsible for the greatest work of an historic 2012 were presented with the coveted trophies in front of 1,750 industry peers, media and celebrities.
Marking the work required behind the scenes to deliver the greatest show on earth last year, Lord Paul Deighton claimed the Leadership in Sport Award, sponsored by Quest, for his work as chief executive of the London Organising Committee of the Olympic and Paralympic Games – the organisation responsible for the planning of London 2012.
Away from the Games, Sport Business Person of the Year went to the CEO of the Premier League, Richard Scudamore, who oversaw record television rights sales in 2012, as well as the extension of the league’s title sponsorship with Barclays.
The record number of entries, more competitive than ever before, reflected the phenomenal field of work from all areas of the industry, with British Airways, Channel 4 and adidas claiming two awards apiece.
In front of a packed venue, it was the sporting stars that took the back seat to recognise the contribution of the work produced behind the scenes.
In an Olympic year, it was London 2012 tier one partner, adidas, who claimed an extraordinary double – walking away with Sport Brand of the Year, sponsored by Pinsent Masons, and Best Integrated Sport Marketing Campaign, sponsored by Battersea Evolution, for its outstanding ‘Take The Stage’ work.
Channel 4’s work on the Paralympic Games was recognised in the Best Use of PR category, sponsored by Action Images, and Best TV Sport Commercial for its memorable ‘Meet The Superhumans’ advert, and the athletes of ParalympicsGB were awarded the Outstanding Contribution to British Sport Award, supported by the Jaguar Academy of Sport. Paralympic stars Jonnie Peacock and Dame Sarah Storey picked up the Award.
British Airways converted its seven shortlistings into two BT Sport Industry Awards, claiming Best Live Experience, sponsored by Eurosport, for Park Live and Best Sponsorship of an Event or Competition, sponsored by Icon, for its backing of London 2012.
Following Olympic and Paralympic gold medals, as well as a first British Tour de France champion, cycling was high on the agenda for the evening. Journalist David Walsh was recognised for his years of work in the pursuit of drugs cheat Lance Armstrong with the Barclays Lifetime Achievement Award, British Cycling claimed the Sport Governing Body of the Year, sponsored by The Daily Telegraph, and BSkyB won the Best Sponsorship of a Sport Team or Individual, sponsored by Kantar Media, for its partnership with the GB Cycling team.
The Sport Agency of the Year Award, sponsored by Colouration SME, was once again fiercely contested with H+K Strategies rewarded for its record growth, and celebrated campaigns including adidas’ Take The Stage and P&G’s Thank You Mum.
Nick Keller, chairman of the Sport Industry Group, said: “2012 was defined by its narrow margins, and the same can be said for this year’s BT Sport Industry Awards. This great industry continues to give our esteemed judging panel a tough day, with the quality of work produced astonishing us year on year. To be on the shortlist for the BT Sport Industry Awards is a stellar achievement in itself, and to triumph from this elite group is evidence of simply staggering work. Our congratulations go to the entire shortlist, and all the winners, as well as our thanks to every member of this industry for the part in a year that will be talked about for generations to come.”
Suzi Williams, BT Group Marketing & Brand director, said: “The UK has one of the world’s most vibrant and successful sport industries, exporting talent, creativity and commercial best practise around the world. We’re proud to support this celebration of British sport industry excellence.”
The evening was a culmination of over 60 hours of intensive judging, with the intricate judging process involving more than 40 key figures from across the industry – fully overseen by Deloitte, the Official Independent Scrutineer of the BT Sport Industry Awards.
The Official Partners of the BT Sport Industry Awards 2013 are Barclays, Deloitte and Eurosport.
The full list of award winners is detailed below:
Barclays Lifetime Achievement Award
Winner: David Walsh
Outstanding Contribution to British Sport, supported by Jaguar Academy of Sport
Sport Agency of the Year, sponsored by Colouration SME
Winner: H+K Strategies
Sport Brand of the Year, sponsored by Pinsent Masons
Sport Governing Body of the Year, sponsored by the Daily Telegraph
Winner: British Cycling
Best Integrated Sport Marketing Campaign, sponsored by Battersea Evolution
Winner: adidas Take The Stage
Best Use of PR, sponsored by Action Images
Winner: Channel 4 – London 2012 Paralympic Games
Best Sponsorship of a Sport Event or Competition, sponsored by ICON
Winner: British Airways – London 2012
Sport Business Person of the Year
Winner: Richard Scudamore
Best TV Sport Commercial
Winner: Channel 4 – Meet The Superhumans
Best International Sport Marketing Campaign, sponsored by London & Partners
Winner: McDonald’s Player Escort Programme UEFA Euro 2012
Sport Website of the Year
The Community Programme Award, sponsored by talkSPORT
Winner: Derby County in the Community – Active Choices
Best Management of a Sportsperson
Winner: Professional Sports Group – Tom Daley
Best Use of Social Media
Winner: Ricky Hatton: Redemption
Sport Participation Event of the Year, sponsored by Robertson Taylor W&P Longreach
Winner: Sainsbury’s Sport Relief Mile 2012
Best Sponsorship of a Sport Team or Individual, sponsored by Kantar Media
Winner: BSkyB – GB Cycling Team 2012
Best Live Experience, sponsored by Eurosport
Winner: British Airways – Park Live
The Leadership in Sport Award, sponsored by Quest
Winner: Lord Paul Deighton