Entertainment sponsorship can be a potent marketing tool in building and the brand relationship with consumers and customers, from building brand awareness through to affinity. It can afford the brand an important opportunity to engage with customers and consumers on a deeper emotional level. The judges will be looking at the selection criteria for choosing the specific entertainment programme and will want to understand why and how this addressed your business challenge or capitalised on your business opportunity. This award will go to the organisation that has demonstrated, from strategy through to execution, an effective entertainment sponsorship partnership which has delivered exceptional results such as increased brand affinity, revenues and or market share. Importantly, the judges will want to understand why this particular partnership has created the unique connection with the audience and how that led to success. The winner will be considered for entry into the European Sponsorship Association “Best of Europe” category.