The #siawards2021 Official Shortlist
VIEW THE OFFICIAL SHORTLIST IN FULL – FIND OUT WHERE TO SEE THE BILLBOARDS LIVE HERE
The Official Shortlist of the Sport Industry Awards 2021 has been revealed, highlighting an industry that has used innovation and creativity to forge a more human and collaborative future. To mark the occasion – and that the industry-leading work had been done while everyone was working remotely – five billboards from locations across the country lit up in celebration to announce those shortlisted.
In a year that saw stadia around the world fall silent for a time, the industry still found new ways to bring the noise and the Official Shortlist reflects the ingenuity of our world-leading industry, placing activity, wellness and most importantly, community, at the heart of much of the work.
The 2.6 Challenge – which encouraged people to unite in activity to save the UK’s charities – landed two places on the Official Shortlist, while the likes of BT Sport’s Matchday Experience, Liverpool & Nivea Men’s Share The Care campaign and Sport England’s Join the Movement were all rewarded for bringing people together at a time when it was hardest.
Mental health also emerged as a key theme across the Official Shortlist, with The FA’s Heads Up campaign landing a space on both the Active & Wellbeing Award and Campaign of the Year lists, while Age UK & Sport England were rewarded for tackling loneliness among the elderly.
Meanwhile, big brands will feature on the night itself as the likes of Cisco, Unilever, Diageo, BMW, Allianz, PayPal, Sony, BT, and Visa – to name a few – all found spots on the Official Shortlist.
Innovation in virtual event delivery was also rewarded across the lists, as Formula 1’s Virtual GP Series, Royal Ascot At Home, the Virtual 2020 Virgin Money London Marathon and the SLT Arena Games were all recognised, while those events that managed to stay in-person, including UFC’s Fight Island and Matchroom’s Fight Camp, both landed places.
New Agencies Emerge
In the agency categories, Two Circles return to defend their Agency of the Year crown from last year, but newly shortlisted Little Dot Studios, Ear to the Ground, WePlay and LiveWire Sport look to usurp them. M&C Saatchi S&E, a regular winner of the award, return once more to round out the group.
In Young Agency of the Year, a fresh crop of exciting and innovative small businesses emerged, with the likes of B-Engaged, Ten Toes Media and The Space Between making the list for the first time. Halfspace complete the group, who all underwent a high-pressure 10 minute live-pitch as part of the Industry Selects process.
Lockdown Content Reigns Supreme
Born out of the emotion and uncertainty of the pandemic, the Official Shortlist also highlights a host of incredible, uplifting, and engaging content that has kept the entire industry – and nation – entertained over the last year.
The ECB’s heart-wrenching The Wait film joined Team GB’s Love Stories and The R&A’s The Open For The Ages as emotive entries for the Creative Content Award. Similarly, the huge growth in audio content saw a wealth of entries in the newly introduced Sport Podcast Award, with Chelsea, Manchester United, Eurosport, talkSPORT, Jake Humphrey, the IPC and The Open making the Official Shortlist.
And just as the Official Shortlist reflects the work done during lockdown, the Sport Industry Awards 2021 themselves reflect the exciting future we’re emerging into as we recover. The night itself – on Wednesday 8th September – will see a return to Evolution London and a full complement of the sport industry’s great and good. Don’t forget to secure your spot NOW.
Alex Coulson, Managing Director of Sport Industry Group, said:
“The Sport Industry Awards really are the apex of the sport sector, and this really is such an exciting step on our journey returning to normality and bringing the entire industry together to celebrate in September. Today is phenomenal recognition of the work done throughout a most challenging year and our industry’s incredible commitment to be world-leading in everything we do.
“As we continue to move towards the industry’s biggest night of the year, I’d like to take this opportunity thank all of our partners, without whom the Awards would not be possible and who we continue to work with to ensure that the year-long Sport Industry Awards programme is an enjoyable one.
“Similarly, I want to thank our brilliant Judges and Industry Select Phase participants – over 60 external experts who all took part in marathon Zoom meetings to painstakingly scrutinise each and every entry alongside our adjudicators EY. We take an immense pride in our Judging Process, so thank you to all who took part.
“Congratulations to everyone shortlisted today and to all those who entered, your immense hard work does not go unnoticed – the great reunion is fast approaching, and we cannot wait to see you all there!”
