Sports is big business and attracts an ever-growing number of consumers and customers, offering a unique opportunity for engagement at a deeper emotional level. Sponsorship is the acquisition of the rights of an association. The selection of the sponsorship and the way it is leveraged will determine the marketing success of the programme, this award will go to the organisation that has demonstrated from strategy through to execution, an effective sports sponsorship partnership which has delivered exceptional results such as increased brand affinity, revenues and or market share. The judges will want to understand why the specific sports partnership creates a 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.