European Awards to Go Ahead in Streamlined Format

The European Sponsorship Awards will return in 2021 with new categories and a streamlined format.

Ireland has been to the fore in recent years with multiple wins from Electric Ireland, Vodafone, Lidl, AIB, the GAA, Liberty Insurance and many others.

With COVID-19 causing widespread disruption to the sports and entertainment
sectors in recent months, the 2021 ESA Awards, organised by the European Sponsorship Association, will adopt a new, simplified ‘elevator pitch’ presentation format for award submissions, as well as a virtual judging panel and discounted entry fees.

Award categories have also been streamlined, with the 16 categories covering all
corners of the sponsorship landscape – from insights and PR, to talent, employee
engagement, arts and culture.

For the first time in 2021, and hopefully as a one-off, ESA will award a ‘Best Ethical Response to COVID-19’ prize.

This free-to-enter category will showcase the best of the sponsorship community during the COVID-19 pandemic, demonstrating how the industry has made a positive impact and contributed towards the common good.

Given the current uncertainty about live events, an announcement about the ESA
Awards ceremony, either in-person or online, will be made in due course.

“We’ve been living through a tough few months and the community of
sponsorship professionals right across Europe has continued to adjust to the
challenges we all face,” said ESA Chair Andy Westlake.

“We feel it is still important to stop and celebrate the amazing work that has been delivered, despite the challenging environment.”

“Every year the ESA Awards celebrate world-class sponsorship campaigns, and
2021 will be no different,” added Awards Chair Jackie Fast.

“While our industry has been hit hard by COVID-19, we’ve seen agencies, brands and rights holders all rise to the challenges posed by lockdown with brilliant and creative work and unexpected new partnerships.”

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