Sport Industry Awards 2012 winners announced

2nd May 2012

The winners of the Sport Industry Awards 2012 were unveiled on 2nd May at a star-studded ceremony attended by 1,750 key figures from the world of sport, including a huge number of high-profile media, entertainment and sporting celebrities alongside the most influential figures in British and European sport.

The very best work that the industry produced across 2011 was rewarded at the ceremony, with the winners of each category announced following an extensive judging process involving more than 40 key figures from across the industry and 50 hours of intensive judging – fully overseen by Deloitte, the Official Independent Scrutineer of the Sport Industry Awards.

Despite a difficult Rugby World Cup campaign in New Zealand last autumn, O2's sponsorship of the England rugby team impressed the Judges, with the brand's 'Get Up For England' campaign winning both Best TV Sport Commercial, sponsored by Eurosport, and Best Integrated Sport Marketing Campaign.

It was also a successful evening for the city of Manchester. As well as Manchester City's success in securing the award for Sport Website of the Year, Manchester's Great Day of Sport – including the Great Manchester Run, Great Salford Swim and the Great City Games – was named Sport Participation Event of the Year. Completing a hattrick for the city, Betfair's 'Trash Your Tevez Shirt' campaign, run ahead of October's Manchester derby, was named Best Use of PR in a Sport Campaign, sponsored by Action Images.

Meanwhile, with the greatest show on earth set to be staged in the most exciting sports business marketplace in the world later this summer, a number of key stakeholders in the Olympic movement were also among the winners rewarded at the renowned Awards ceremony.

British Triathlon, hoping for a number of medals on home turf at London 2012, secured the fiercely contested Sport Governing Body of the Year Award, sponsored by the Daily Telegraph, while British Airways' sponsorship of Team GB – run under the banner 'They Will Fly' – was rewarded with the prize for Best Sponsorship of a Sport Team or Individual, sponsored by Nolan Partners.

The prestigious Judges' Awards also had an Olympic theme. The Kantar Media Sport Business Achievement of the Year Award was awarded to The Olympic Delivery Authority for its success in overcoming the myriad challenges faced by major events in completing this summer's facilities so far ahead of schedule, while Sir Philip Craven MBE – the President of the International Paralympic Committee and a key figure in the continued elevation of the Paralympic Games as an equal partner in the Olympic movement – received the Lifetime Achievement Award, sponsored by Monitor Quest Sport.

The coveted Award for Sport Brand of the Year, sponsored by Pinsent Masons, was won by Sky Sports in the organisation’s 20th year, with emphasis placed on its development over that time from a fledgling sports broadcaster into a partner and major investor into sport from the elite to the grassroots level.

The Award for Sport Agency of the Year, sponsored by Colouration, was once again fiercely competitive, with a record number of entrants. It was won by M&C Saatchi Sport & Entertainment, with the Judges keen to praise the agency’s further impressive development since it last won the Award in 2010.

Nick Keller, the Chairman of the Sport Industry Group, commented: "Every year the quality of work produced by this industry continues to astonish us all. To be on the shortlist is a stellar achievement in itself, and to come out of that shortlist as the winner of a Sport Industry Award is evidence of simply outstanding work. Our congratulations go to all the winners, and our thanks go to every member of this industry for their part in making this the most exciting marketplace in world sport."

The official partners of the Sport Industry Awards are Barclays, Deloitte and Eurosport.

The full list of award winners is detailed below:

Sport Industry Awards 2012 – Winners

Best Sponsorship of a Sport Team or Individual
Sponsored by Nolan Partners
Winner: British Airways – Team GB: ‘They Will Fly’

Sport Participation Event of the Year
Winner: Manchester’s Great Day of Sport

Best Use of Digital Communications in Sport
Sponsored by Late Night London
Winner: NIVEA FOR MEN – The Great Football Experiment

The Community Programme Award
Winner: Premiership Rugby – HITZ Project

Best Sponsorship of a Sport Event or Competition
Sponsored by Icon
Winner: NatWest – The NatWest Cricket Club

Sport Website of the Year
Winner: Manchester City Football Club

Best International Sport Marketing Campaign
Sponsored by Battersea Evolution
Winner: Castrol EDGE – Castrol EDGE Presents ‘Ronaldo Tested to the Limit’

Best TV Sport Commercial
Sponsored by Eurosport
Winner: O2 – O2 ‘Get up for England’

Best Use of PR in a Sport Campaign
Sponsored by Action Images
Winner: Betfair – Trash Your Tevez Shirt

Sport Brand of the Year
Sponsored by Pinsent Masons
Winner: Sky Sports

Best Integrated Sport Marketing Campaign
Winner: O2 – O2 ‘Get Up for England’

Sport Governing Body of the Year
Sponsored by The Daily Telegraph
Winner: British Triathlon

Sport Agency of the Year
Sponsored by Colouration
Winner: M&C Saatchi Sport & Entertainment

Lifetime Achievement Award
Sponsored by Monitor Quest
Winner: Sir Philip Craven MBE

The Kantar Media Sport Business Achievement of the Year Award
Winner: The Olympic Delivery Authority