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.

• 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 2026
• 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

most amazing athlete

This award is open to any organisation that is excelling in its use of artificial intelligence technology in the sport industry.

• 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 work 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

• 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