The prestigious awards ceremony, set to be held at London’s Tobacco Dock on November 2nd, will see SportPesa receive two nominations in the competitive ‘Best Brand Activation Involving Football’ category – the first brand to ever receive such recognition.
The annual awards, which have been running since 2012, introduced the ‘Best Brand Activation involving Football’ category in 2015, when Budweiser’s ‘Dream Goal’ campaign was deemed the best nominee by an expert panel. Last year, BT Sport won the category for their work with the UEFA Champions League.
SportPesa And Everton Nomination
SportPesa have been recognised for their work with Everton Football Club just a few months into their partnership with the Premier League side. The specific campaign identified by judges was ‘Everton in Tanzania’ which saw the Toffees become the first Premier League team to play in East Africa – taking on SportPesa Super Cup winners, Gor Mahia of the SportPesa Kenyan Premier League.
The match, which took place at the National Stadium in Dar es Salaam, saw Everton emerge as 2-1 winners thanks to stunning goals from Wayne Rooney – who was making his second debut for the Blues – and Kieran Dowell.
SportPesa sent Everton fan ambassadors and club legend Leon Osman along to document the trip, whilst 1,000 of Everton’s most loyal fans were handed free away shirts as they watched the match from Liverpool. 10,000 fans were given free t-shirts in Tanzania, leaving a lasting legacy of the campaign.
SportPesa And Hull City Nomination
Meanwhile, SportPesa received another nomination for their work on the SportPesa All-Stars campaign with Hull City AFC.
The All-Star campaign saw Tigers legend Dean Windass and a team of Hull City coaches travel to Kenya to scout the finest talent in the SportPesa Premier League, before a selection process saw a final squad of 18 players make the All-Star squad.
SportPesa All-Stars then travelled to the UK, took in a Premier League game and toured the local University before losing narrowly to a young Hull City side at the KCOM Stadium in-front of a bumper crowd and huge broadcast audience, with SuperSport and KTN covering the fixture live.
The campaign saw over 2,000 lucky Tigers fans receive free Hull City shirts on the night of the game and five lucky winners jetting off on a Safari courtesy of SportPesa.
The finalists for the 2017 Football Business Award for Best Brand Activation Involving Football are:
- Betsafe and Manchester City
- Betstars and Leicester City
- SportPesa and Everton Football Club
- SportPesa and Hull City Tigers
- Manning Gottlieb OMD for Virgin Media
- Nivea Men and Liverpool FC
- Reflect Digital