Award Categories

• The Agency of the Year does not have to be a multi-service agency, entries will be assessed on the agency’s performance relative to its offering 

• Agencies must be either based in or significantly active within the UK 

• This category will be judged on work completed between 1st December 2024 and 30th November 2025 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• Agencies with a specialism in a particular area, or for those agencies who would like to enter a department within their agency that has delivered exceptional work, should also consider entering Specialist Agency of the Year. 

• This award takes into account both in-house and agency teams who have delivered single projects, multiple campaigns or maintain high-quality output throughout an extended period of time 

• Entrants could include, but is not limited to, sports organisations or brands that have i) maintained consistently high levels of output over an extended period of time, whether reactionary or business as usual i) delivered a social media campaign centred around a specific event, competition tournament ii) delivered multiple campaigns throughout the year iv) met the needs of their audience by expanding into new platforms, formats or content  

• Where the entrant is an agency team, work on behalf a single client must be submitted rather than multiple clients 

• Entry organisation must be either based in or significantly active within the UK 

• This category is open to non-sport brands that sponsor sport events or properties 

• Entrants should be able to demonstrate a body of work within sport that benefits business objectives  

• Entrants should demonstrate an impact on the UK audience – where global results are included, UK results must be specified 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• Entries should demonstrate why they should be considered the standout campaign in the industry 

• Elements of a campaign can also be entered separately into other categories including, but not limited to, Creative Moment of the Year, Best on Social, Fan Engagement Award, Event of the Year, Partnership Award or Sports Content of the Year  

• This is open to organisations and activations that have occurred globally  

• The entire judging process is fully overseen by EY, and all information submitted is kept strictly confidential 

• Entries will be judged against initiatives from a variety of organisations, based on the merits and successes of the project rather than the size of the organisations involved  

• Entries can be focused on a single well-defined environmental outcome or aimed at wider behavioural change at a societal level 

• The activity should be either based or significantly active in the UK or delivered by a UK-based organisation. Information can be submitted that relates to international activity, but it must be clearly stated, and entrants should highlight the UK activity and results 

• Entries that are more related to using sport as a vehicle to drive community, diversity and inclusion or broader social impact through sport should enter the Tessa Jowell Community Award 

• The entire judging process is fully overseen by EY, and all information submitted is kept strictly confidential   

• The event may or may not form part of a wider league or series of events. Entrants could be; i) a tournament; ii) a standalone fixture (e.g. a match, race, fight or more) or; iii) single or multisport events  

• Entrants may also be virtual experiences where athletes compete online or via digital means, including esports, remote/virtual elite competition (e.g. cycling) or remote/virtual mass participation 

• The event should be either based or significantly active in the UK or delivered by a UK-based organisation Information can be submitted that relates to international events, but it must be clearly stated, and entrants should highlight the UK activity and results 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• The engagement should highlight an ongoing relationship with a new or existing fanbase  

• The engagement can take place via any channels including, but not limited to, television, websites, apps, games, social media campaigns and/or through physical experiences including, but not limited to, in-stadia or retail activations, mass participation events or events that mobilise a community 

• Fans can be defined as supporters of a team or individual, followers of a sport, league, competition, community, brand or organisation 

• Organisations of all size and scale can enter this category but the organisation must demonstrate how its activities and the engagement created differentiates them from their competitors 

• Entrants will not be judged on the size of the fanbase; it is more important to highlight the impact of the engagement with its target fanbase   

• The activity should be either based or significantly active in the UK or delivered by a UK-based organisation. Information can be submitted that relates to international activity, but it must be clearly stated, and entrants should highlight the UK activity and results 

• Activations that engaged with a fanbase in a physical setting to drive a specific objective should also consider entering the Hospitality & Experience Award 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• The experience, or series of experiences, can be aimed at small, private audiences or on a mass scale  

• The experience should either directly involve or be closely observed by the target audience in a physical scenario, however, entries with some degree of digital integration will also be considered 

• Entrants could include, but are not limited to, organisations that are attempting to i) promote a key message or a change in customer behaviour ii) drive customer loyalty iii) engage a fanbase iv) increase acquisition v) encourage staff, clients or the community they serve to be more active 

• Entry organisation must be either based in the UK or the experience must have been based, or significantly active, within the UK. However, information submitted does not necessarily have to relate to work undertaken within the UK in its entirety. 

• The entire judging process is fully overseen by EY, and all information submitted is kept strictly confidential 

• Entries are open to any sponsorship, partnership (including in-kind or supplier), endorsement or any support of an event, competition, league, team or individual. It is also designed to include collaborations between two or more organisations without official designations, including knowledge or resource sharing   

• The partnership should demonstrate a synergy between the multiple parties that ultimately benefits both sides of the partnership 

• If the work entered is a sponsorship, it must be specific to the wider sponsorship, and not solely sponsorship of media coverage  

• The partnership activity must be delivered from the UK or – if multiple organisations are involved with the partnership – the rights holder, the lead delivery partner or agency must be UK-based. However, information submitted does not necessarily have to relate to work undertaken within the UK 

• Entries that drive social impact through a sponsorship should also consider entering the Purpose Driven Sponsorship Award 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

Entrants could include, but are not limited to, i) financial services and accountancy firms ii) insurance and risk mitigation companies iii) law and advisory firms iv) architects and engineers v) management consultants

This award is open to any advisory team that has successfully delivered exceptional work for a client within sport

The entrant should be either based or significantly active in the UK or delivered by a UK-based organisation. Information can be submitted that relates to international activity, but it must be clearly stated, and entrants should highlight the UK activity and results

The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential

• This award recognises an organisation’s understanding that new ideas, creativity, innovation and success come by driving positive societal change and/or the inclusion of different perspectives and experiences 

• Entries will be judged on the impact that the organisation’s initiatives have had on its target community. A community can include, but is not limited to, i) fans of a sport, league, or team ii) individuals who make up a social, geographical or organisational group 

• This award can be entered by organisations on either side of the sponsorship and is open to agencies, brands, broadcasters, events, governing bodies, leagues, rights holders, teams, charities and venues 

• Entries will be judged against sponsorship from a variety of organisations, based on the merits and overall success, rather than the size of the organisations involved  

• Entries can be focussed on a single well-defined social outcome and do not have to deliver against all areas of social and sustainable development 

• Entries that deliver an environmental impact should consider entering the Environmental Sustainability Award 

• Entries that engage with a fanbase should also consider entering the Fan Engagement Award 

• Entries that deliver social change through an activity of collaboration that is not a sponsorship should also consider entering the Tessa Jowell Community Award 

• The programme must have been active within the UK but can also have been present across other international markets and territories, however, the UK work and results should be clearly highlighted in the entry 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• Multi-service agencies are eligible to enter the Specialist Agency of the Year by entering departments or divisions within the wider company 

• Entries will be assessed on the agency’s performance relative to its related offering 

• Agencies must be either based in or significantly active within the UK 

• This category will be judged on work completed between 1st December 2024 and 30th November 2025 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• Specialist agencies should also consider entering Agency of the Year if they have had a particularly outstanding year  

• This award recognises the overall performance of the sport organisation during the assessed period and entrants who wish to focus on a specific event should consider Event of the Year 

• Organisations who oversee sport teams should also consider entering their individual teams into Sport Team of the Year 

• The sport organisation should demonstrate a position of leadership within the sport industry and the community it serves 

• Entrants could include, but are not limited to, i) national governing bodies or international federations ii) leagues or championships iii) venues or stadia iv) educational institutions v) membership bodies vi) research and development companies 

• Entrants should be able to provide tangible results from grassroots to elite if appropriate, as well as commercial success against budget and objectives 

• On-field performance of any sport teams within your organisation will be considered but success is not a requirement to win this award 

• The sport organisation should be either based or significantly active in the UK 

• The entire judging process is fully overseen by EY, and all information submitted is kept strictly confidential 

• This award recognises the overall performance of a professional sport team during the assessed period. Entrants who wish to focus on a specific event should consider Event of the Year 

• On-field performances of any team within the club, if applicable, will be considered but success is not a requirement to win this award 

• The team should demonstrate a position of leadership within the sport industry and the community it serves 

• Entrants could include, but is not limited to, i) clubs ii) teams iii) franchises  

• The entered team could be the club or franchise as a whole, incorporating both men’s and women’s teams, or it could be specific to one team within the club  

• The sport organisation should be either based or significantly active in the UK 

• The entire judging process is fully overseen by EY, and all information submitted is kept strictly confidential 

• The entry can be a standalone piece of video content or form part of a series 

• Entries can include, but are not limited to, a) campaign launch videos b) behind-the-scenes content c) event coverage e) highlights packages d) user-generated content e) short-form documentary films or docuseries episodes f) case studies and interviews 

• The content can be published across any social media, television, or owned platform  

• The content can be part of a wider campaign but should be able to live and breathe in its own right and have a connection to sport 

• The entrant should be either based or significantly active in the UK or delivered by a UK-based organisation. Information can be submitted that relates to international activity, but it must be clearly stated, and entrants should highlight the UK activity and results 

• There is no minimum or maximum length of content to enter this category, however, if the content has been produced in a ‘long-form documentary style’, organisations should also consider entering the Sports Documentary of the Year category  

• Entries that form part of a wider campaign should also consider entering the full project into Best on Social and Campaign of the Year  

• Where there is uncertainty as to the most appropriate category to enter, please contact a member of the SIG team to discuss 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• The content can be a standalone piece of content of any length or part of a series with any number of episodes 

• The content can be published across any social media, television, podcast or owned platform  

• The content must engage with its target audience in a creative and effective way 

• The content should achieve significant results relative to the size of campaign and/or the production budget 

• The content must have been active within the UK but can also have been present across other international markets and territories 

• Entrants should demonstrate an impact on the UK audience – where global results are included, UK results must be specified 

• There is no minimum or maximum length of content to enter this category, however, ‘short-form’ documentary films or standout episodes from a docuseries should consider entering Sports Content of the Year category  

• Entries that form part of a wider campaign should also consider entering the full project into Best on Social and Campaign of the Year  

• Where there is uncertainty as to the most appropriate category to enter, please contact a member of the SIG team to discuss 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• The sports programme must have been broadcast on at least one television channel or streaming service, however it may have also been published across social media platforms or owned channels, whether in its entirety or as a cutdown  

• Entrants can include, but are not limited to, i) one-off event or matchday coverage ii) tournament or league coverage iii) pre-recorded magazine and highlights programmes iii) shoulder programming and documentaries iv) films  

• Entrants should demonstrate an impact on the UK audience – where global results are included, UK results must be specified 

• Entrants who produce sports content of this nature should also consider entering Specialist Agency of the Year 

• Entrants interested in entering shorter-form social content should consider entering Sports Content of the Year   

• Entrants interested in entering documentary films or docuseries should also consider entering Sports Documentary of the Year  

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• Where the talent is not a professional athlete, the campaign should feature them engaging with sport in some way 

• The campaign can take place via any channels including, but not limited to, television, websites, apps, games, social media campaigns and/or through physical experiences including, but not limited to, in-stadia or retail activations, mass participation events or events that mobilise a community 

• The campaign should highlight the relationship with a new or existing audience  

• Entrants will not be judged on the size of the audience or the profile of talent; it is more important to highlight the success of the activity relative to the audience size and the profile of talent involved 

• The activity should be either based or significantly active in the UK or delivered by a UK-based organisation. Information can be submitted that relates to international activity, but it must be clearly stated, and entrants should highlight the UK activity and results 

• Entries that form part of a wider campaign should also consider entering the full project into Campaign of the Year  

• Organisations that utilised talent to engage with an audience to improve their user experience on an ongoing basis should also consider entering the Fan Engagement Award. 

• Where talent has been in the production of content, organisations should also consider entering Best on Social, Sports Content of the Year or Sports Documentary of the Year. 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• Entrants must demonstrate they are on the cutting edge and redefining their area of sport or using their position in sport to create innovative solutions and advancement, either within sport or outside of the industry  

• Entrants may have brought a new technological innovation to the market or be using an existing technology applied in an innovative way, or which displays best practice for the industry  

• Entrants may be diverse in their respective fields and could include, but are not limited to, i) apps and websites ii) broadcast solutions iii) software iv) wearable technologies v) gaming and fan engagement solutions vi) data, insights and analytical tools 

• The Tech in Sport Award is celebrating the application of innovation and progressive thought and it is not essential for the entry organisation to have created any new proprietary technology, therefore entrants may be organisations displaying an innovative use of third-party technology or services 

• Work that incorporates innovative use of AI should also consider entering the AI in Sport Award 

• Innovative work in environmental sustainability, diversity, inclusion, or community should also consider entering the Environmental Sustainability Award or the Tessa Jowell Community Award 

• The work submitted must be either based in or significantly active in the UK 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• This award recognises an organisation’s understanding that new ideas, creativity, innovation and success come by driving positive societal change and/or the inclusion of different perspectives and experiences 

• This award can be entered by agencies, brands, broadcasters, events, governing bodies, leagues, rights holders, teams, charities, venues and more, for internal or external work 

• Entries will be judged on the impact that the organisation’s initiatives have had on its target community. A community can include, but is not limited to, i) fans of a sport, league, or team ii) individuals who make up a social, geographical or organisational group 

• Entries will be judged against initiatives from a variety of organisations, based on the merits and successes of the project rather than the size of the organisations involved  

• Entries can be focused on a single well-defined social outcome and do not have to deliver against all areas of social and sustainable development 

• Entries that deliver an environmental impact should enter the Environmental Sustainability Award 

• Entries that drive social impact through a sponsorship should also consider entering the Purpose Driven Sponsorship Award 

• Entries that engage with a fanbase should also consider entering the Fan Engagement Award 

• The programme must have been active within the UK but can also have been present across other international markets and territories, however, the UK work and results should be clearly highlighted in the entry 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• Entrants must demonstrate they are using their position in sport to create innovative AI solutions and advancement, either within sport or outside of the industry  

• Entrants may have brought a new AI technological innovation to the market or be using an existing, commercially available AI system applied in an innovative way or which displays best practice for the industry 

• Entrants may include AI specialist companies, or any business in sport utilising AI 

• The application of AI could include, but is not limited to, i) content and marketing solutions ii) business and operational efficiency iii) wearable technologies v) data, insights and analytical tools vii) tactics and decision making 

• Entrants should also consider entering the broader Tech in Sport Award category 

• Where the application of AI is part of a wider campaign, initiative or activation, entrants should also consider other relevant categories within the Sport Industry Awards 

• The work submitted must be either based in or significantly active in the UK 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• This award is open to any organisation in sport that has been founded within the last three years, with an annual turnover of no more than £5M 

• Entrants could include, but are not limited to, i) agencies ii) brands iii) rightsholders iv) governing bodies v) consulting and advisory services firms vi) technology suppliers and software companies vii) media organisations 

• The formation of the company must be no later than 1st December 2022. Entrants may be accepted if the company was registered with Companies House earlier than this date, however, additional explanation must be given 

• The entrant should be either based or significantly active in the UK or delivered by a UK-based organisation. Information can be submitted that relates to international activity, but it must be clearly stated, and entrants should highlight the UK activity and results 

• Entrants may include a new UK subsidiary of an international business. Where this is the case, the entry must clearly state the formation date of the UK entity and only provide details of work and results that relate to the UK business 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• This award takes into account any individual content creators or multiple individuals that are a part of a collective who have produced high-quality output over an extended period of time 

• In the context of this award, an extended period of time, could include, but is not limited to i) a sporting season ii) a calendar year or multiple months iii) a content series iv) a campaign 

• Entrants could include, but are not limited to i) social media creators ii) presenters iii) athletes iv) YouTubers v) podcasters vi) influencers 

• The content creator may be assisted by an agency or team of videographers or producers, but an individual or the collective should be the active face(s) of the output 

• Entry creator(s) must be either based in or significantly active within the UK 

• Entrants should demonstrate an impact on the UK audience – where global results are included, UK results must be specified 

• If the content creator has been part of a commercial campaign, they should also consider entering Talent Campaign of the Year 

• If the creator has produced a singular piece of standout sports content, they should consider entering Sports Content of the year or Sports Documentary of the Year 

• If the content created is a podcast, please also consider entering Sports Podcast Award. 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• This award is open to any organisation that delivers an educational sport-related course, initiative or programme 

• Entrants could include, but are not limited to, i) schools, academies and multi-academy trusts ii) further education colleges iii) universities iv) personal and professional development organisations v) rightsholder  

• The sport-related initiative delivered may include, but is not limited to, i) certificates and diplomas ii) graduate and post-graduate degrees iii) personal and professional development courses iv) sport coaching programmes  

• Should organisations be delivering an initiative or programme through collaboration, entries will be accepted on behalf of the group. 

• The entrant should be either based or significantly active in the UK or delivered by a UK-based organisation. Information can be submitted that relates to international activity, but it must be clearly stated, and entrants should highlight the UK activity and results 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• Entry organisations’ health or performance technologies could include, but are not limited to, i) wearables ii) apps and websites iii) physical sports equipment iv) gaming and fan engagement solutions v) data, insights and analytical tools 

• Entrants may have brought a new innovation in health or performance technology to the market or be using an existing piece of health or performance technology applied in an innovative way, or which displays best practice for the industry 

• In the context of this award, health is a holistic concept that encompasses all aspects of physical, mental, and social well-being 

• Entry organisations must be either based in or significantly active within the UK 

• Entrants should demonstrate an impact on the UK audience – where global results are included, UK results must be specified 

• Entrants should also consider entering the broader Tech in Sport Award category and the Wellness in Sport Award  

• Where the technology has been designed to meet the needs of a specific fanbase, entrants should also consider entering the Fan Engagement Award 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• This award takes into account any individual or organisation that has produced high-quality, sports-themed audio content  

• Entry individual(s) or organisation must be either based in or significantly active within the UK 

• Entrants should demonstrate an impact on the UK audience – where global results are included, UK results must be specified 

• If the entrant has produced a standout piece of documentary storytelling they should consider entering Sports Documentary of the Year 

• If the entrant also produces content across multiple channels, they should consider entering Content Creator of the Year 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

• Entrants could include, but are not limited to, organisations who operate within or in collaboration with the sport industry, such as agencies, brands and rightsholders, or individuals, such as current or former athletes 

• Entrants could also sit outside the sport industry, but use sport as a vehicle for their wellness programmes 

• The work could be designed to improve the wellness of various groups, including, but not limited to, employees, athletes, supporters, customers or local communities 

• In the context of this award, wellness is a holistic concept that encompasses all aspects of physical, mental, and social well-being 

• Entry organisation/individual must be either based in or significantly active within the UK 

• Entrants should demonstrate an impact on the UK audience – where global results are included, UK results must be specified 

• Where technology sits as a central part of the programme, entrants should also consider entering the Health and Performance Tech Award and the Tech in Sport Award 

• Where the wellness programme is designed for a specific fanbase, entrants should also consider entering the Fan Engagement Award 

• The entire Judging Process is fully overseen by EY, and all information submitted is kept strictly confidential 

The Business Moment of the Year Award celebrates decisions that have defined the sports industry over the past 12 months, marking a shift in the sector’s direction. Whether a groundbreaking deal, product launch, revolutionary partnership or bold initiative, the moment must stand out, resonate across sport and beyond, and show clear commercial, economic or cultural impact

• The Creative Moment of the Year celebrates the jaw-dropping, heart-stopping, head-turning activations, initiatives and output that reverberate around the sport industry and beyond.
• These are the ‘wow’ moments in the industry that truly capture the imagination of the public, gets the sector on its feet and causes even competitor organisations to begrudgingly tip their hats in appreciation of a job well done.
• The final judges for Creative Moment of the Year will be the entire sport industry, specifically all 1,600 attendees of the annual Sport Industry Awards. The judging will take place live at Evolution London on the biggest night of the sport industry calendar with the winning moment announced immediately afterwards.

The Integrity and Impact Award recognises an individual in the sport industry who has shown outstanding integrity or delivered social change with demonstrable impact on sport or society. In 2025, Mel Young MBE, co-founder of the Homeless World Cup, was presented with the award for a lifetime of work combatting homelessness in the UK.

The Lifetime Achievement Award honours winners whose work changed the sport industry forever. It recognises an individual whose commitment left an indelible mark and contributed significantly to UK sport. In 2025, Frank Warren received it for a 45-year boxing career promoting major fights and managing greats like Naseem Hamed, Joe Calzaghe, Ricky Hatton and Amir Khan.

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The Outstanding Contribution to Sport Award recognises an individual, team or organisation whose actions have had major impact on the sporting world. Previous winners share one thing in common – the sheer scale of their contribution, on or off the pitch. The winner will stand alongside them, shaping the positive evolution of sport as both inspiration and role model.