Awards Categories

The 2020 categories are split into eight groups:

Need help with an entry?

Campaigns

Ready to enter? Start an entry
See last years category: Winners, Finalists

Best Big Game Spot or Stunt

This award recognizes an exceptional sponsorship activation, ad campaign, or piece of content built around one of the globe’s biggest games (including but not limited to the 2019 Women’s World Cup, Super Bowl, All-Star Games, and more). Judges will look for entries that evoked emotion and showcased a unique ability to engage fans on the world’s biggest stage.

Best Integrated Campaign

This award recognizes campaigns that meld new media and traditional channels (out-of-home, PR, print, etc.) to create a unified and engaging message. The mix of marketing channels, strategy showcasing how content was enhanced across each platform, and engagement that drove measurable results are key factors judges will be looking for.

Best Social Media Campaign

This award recognizes a campaign that involved the use of one or more social media platforms. Judges will be looking for viral and coordinated campaigns that generated fan/consumer conversation, connection—and results. Entries may be part of a multi-platform or integrated campaign but will be judged on engagement derived through social media.

Most Engaging Advertisement

This award recognizes the most entertaining and effective individual advertisement or video-based promotion surrounding sports. Entries may directly promote an endemic sports brand or may leverage a live sports event or athlete spokesperson to amplify a non-endemic brand’s message.

Content

Ready to enter? Start an entry
See last years category: Winners, Finalists

Best Athlete Storytelling

This award recognizes exceptional efforts of a publisher or platform in telling stories through the lens of an athlete. Judges will look for entries that resonate with fans by sharing an athlete’s most personal stories and passions.

Best Branded Content or Series

This award recognizes content that is fused with a marketer’s product, brand, or message. Judges will be looking for digital content, web series, or short-form films that offer entertainment value to fans and effectively amplify both the brand and publisher’s core values.

Best Fan Storytelling

This award recognizes the most creative and effective integration of the fan perspective, fan-generated content (UGC), or fans themselves into content or a campaign. Judges will look for entries in which the fan is the focal point of the narrative. Entries may also include co-creation with digital influencers.

Best Original Content or Series

This award recognizes high-quality digital content, web series, or short-form films with which fans are proven to have engaged. Judges will look for entries that leverage the influence of sports and power of video to connect with fans outside of the game. Entries may be scripted or unscripted but must not include the use or incorporation of a brand sponsor (see Best Branded Content or Series).

Best Sports Podcast

This award recognizes the most engaging podcast devoted to sports news, sports culture, sports storytelling, or that is hosted by an athlete and/or sports personality. Judges will look for podcasts that set the industry standard for conversation and connection through audio.

Entertainment

Ready to enter? Start an entry
See last years category: Winners, Finalists

Best Engagement Through Esports & Gaming

This award recognizes the most effective use of esports to leverage the enthusiasm of the gaming and streaming communities. Entries may include esports partnerships, events, teams/leagues, content, and other media forms.

Best Engagement Through Sports Betting

This award recognizes the most effective use of sports betting to build deeper relationships with fans and capitalize on the rapid market expansion. Entries may include the launch of sportsbooks, gamified apps, data products & partnerships, betting-centric content or experiences, and more. Judges will look for entries with direct implications on how fans view and consume live sports.

Best Use of Culture, Music, or Entertainment

This award recognizes the most creative integration of popular culture into sports content, campaigns, or live experiences. Entries may utilize music, comedy, celebrities, film, fashion, culinary or other verticals to highlight the increasing convergence of sports with popular culture and the importance of such in engaging young audiences.

Experiential

Ready to enter? Start an entry
See last years category: Winners, Finalists

Best Gen Z or Kids Activation

This award recognizes an organization in or around sports that utilized an activation or live experience to engage Gen Z or Gen Alpha fans. Judges will be looking for experiences that catered to short attention spans and generated social buzz among young fans.

Best Live Brand Experience

This award recognizes an innovative brand activation, stunt, or in-person experience built to engage fans on-site at a live sporting event. Judges will look for entries which enabled the brand to amplify a targeted message and connect with fans on-site.

Best Pop-Up or Retail Event

This award recognizes an interactive showcase or temporary retail experience designed to bring a campaign, product, or partnership to life. Judges will look for events that sit at the intersection of sports and pop culture which are equal parts engaging and accessible for fans.

Best Use of Events for Content

This award recognizes a live event that has been optimized for the creation of audio or video content and is used for real-time sharing and/or repurposed for later distribution. Events are not limited to games and may include brand activations and other fan experiences.

Fan Experience

Ready to enter? Start an entry
See last years category: Winners, Finalists

Best Website or Mobile Experience

This award recognizes a digital destination that puts the fan at the heart of the experience. Judges will look for a website or mobile app that plays a critical role in driving results for the organization across sales, marketing, and more.

Best OTT or Streaming Experience

This award recognizes an OTT service or streaming platform that delivers a fresh take on sports coverage (live or shoulder programming) and high-quality user experience in order to adapt to evolving consumption habits.

Best In-Game Integration

This award recognizes exceptional fan engagement efforts of a brand sponsor or technology innovator through integration into a live game or sporting event. Integrations may be in-venue or through a live broadcast (television, streaming, etc.). Judges will look for entries designed to entertain or enhance fan loyalty.

Best Use of Technology

This award recognizes an innovative approach to leveraging technology and/or data to provide personalized content or engaging experiences and build deeper relationships with fans. Entries may relate, but are not limited, to artificial intelligence, AR/VR, data analytics, blockchain, or proprietary platforms.

Good

Ready to enter? Start an entry
See last years category: Winner, Finalists

Best Engagement for Good

This award recognizes work to engage fans that has a positive impact on individuals or society. Judges will examine how resources were deployed across content, campaigns, or experiences to create long-lasting results. Entries may relate to social activism, CSR, community work, charitable efforts and more.

Gender Equality in Sports

This award recognizes content, campaigns, or other work that confronts gender disparities in sports—whether in the boardroom or on the court/field—and promotes equal opportunities for all.

Mental Health in Sports

This award recognizes content, campaigns, or other efforts by an athlete or sports organization to erase the stigma of mental health struggles and/or increase awareness, compassion, and conversation around the topic by leveraging the power of sports.

Partnerships

Ready to enter? Start an entry
See last years category: Winners, Finalists

Best Jersey Sponsorship Activation

This award recognizes a partnership between a brand and sports property that creatively activates a jersey sponsorship using new media, live experiences, and other forms of engagement to maximize value and reach new fans. Judges will look for partnerships that extend beyond the real estate provided on the jersey.

Most Creative Partnership (Without an Athlete or Influencer)

This award recognizes creative excellence resulting from the collaborative effort of two or more organizations in or around sports. Judges will be looking for partnerships that drove engagement, revenue, or other measurable outcomes. Partnership may exist between brands, technology companies, publishers, and more, but entries may not include the integration of an athlete or social influencer (See Most Creative Partnership With an Athlete or Influencer).

Most Creative Partnership With an Athlete or Influencer

This award recognizes creative excellence from a brand, property, or publisher for the integration of an athlete or social influencer into content, campaigns, or activations. Judges will look at how the talent helped the organization better engage fans and deliver mutual & measurable impact on KPIs.

Social

Ready to enter? Start an entry
See last years category: Winners, Finalists

Best Real-Time Engagement

This award recognizes an organization for an outstanding interaction with fans on social media that was a direct response to a live game, current event, or cultural phenomenon.

Outstanding Use of Instagram

This award recognizes the most innovative and effective use of Instagram to engage an audience of connected fans and consumers. Judges will look for entries where the unique attributes of the platform helped achieve specific business goals.

Outstanding Use of Snapchat

This award recognizes the most innovative and effective use of Snapchat to engage an audience of connected fans and consumers. Judges will look for entries where the unique attributes of the platform helped achieve specific business goals.

Outstanding Use of TikTok

This award recognizes the most innovative and effective use of TikTok to engage an audience of connected fans and consumers. Judges will look for entries where the unique attributes of the platform helped achieve specific business goals.

Outstanding Use of Twitter

This award recognizes the most innovative and effective use of Twitter to engage an audience of connected fans and consumers. Judges will look for entries where the unique attributes of the platform helped achieve specific business goals.

Top Honors*

*Entrants must submit to multiple categories to become eligible for this distinction

Outstanding Achievement in Overall Engagement for an Organization

This prestigious honor is given to the organization with the highest rating across all categories to reflect industry-wide excellence in engagement on all platforms and projects. Rating is determined through a combination of categorical wins, shortlist nominations, and weighted scores of judges. Entrants must submit to two or more categories in order to become eligible for this distinction.