2022 SMCC Sponsorship Marketing Award Winners Announced

NEWS ARTICLE

September 8, 2022 

2022 SMCC Sponsorship Marketing Award Winners Announced

TORONTO, Canada (September 8, 2022) – The Sponsorship Marketing Council Canada (SMCC) announced the recipients of the 2022 Sponsorship Marketing Awards (SMAs) at the awards ceremony held yesterday evening at the Globe and Mail Centre. The annual awards ceremony honours top tier properties, brands and agencies who have positively shifted the landscape of sponsorship marketing through not only meaningful connections with communities across Canada, but also through elevating business standards to drive brand and business results.  

“The SMAs are an incredible opportunity to honour the best of the best in our industry and a great way to catch up with old friends and meet new onesit was fantastic to see so many come together online and in person in Toronto, Montreal and Vancouver, said SMAs Co-Chair, Christina Raheja. 

“Sponsorship and Experiential Marketing continue to be growing components of the marketing mix and the SMAs help raise the profile of and demonstrate the effectiveness of this still evolving discipline, said SMCC Chair, Steven Lewis. 

The awards show celebrated its return to an in-person format with additional watch-parties in Vancouver and Montreal. Winners were announced in fourteen categories. Each submission is deeply considered by a handpicked jury of experts from every corner of the sponsorship industry,” said SMAs Judging Chair, Josh Epstein.Creativity, innovation and results are all considered in the selection of the deserving winning submissions.” 

The 2022 SMCC Sponsorship Marketing Award winners are as follows: 

ARTS & CULTURE 

Gold: NBA Films for Fans Created with OLG 

Award of Distinction: Hennessy x NBA Hidden Court 

 

BEST NEW INITIATIVE 

Gold: lululemon x Team Canada 

Award of Distinction: Molson Hockey Night in Canada Multilingual Edition (Group M / MediaCom Sport & Entertainment)  

 

BEST NEW INNOVATION 

Gold: Cheer with Cheerios (General Mills Canada Corporation) 

Award of Distinction: Piece of History (MLSE) 

 

COVID-19 COMMUNITY CHAMPION 

Gold: Metro Retro Drive-In Series Presented by Interac (Proof Experiences)

Award of Distinction: Interac HolidayLife Campaign (Proof Experiences)

 

DIVERSITY, EQUITY & INCLUSION 

Gold: #FanFini GearUp | Donnez l’avantage #FanFini (BMO Financial Group) 

Award of Distinction: Molson Hockey Night in Canada Multilingual Edition (Group M / MediaCom Sport & Entertainment) 

 

EVENTS & FESTIVALS 

Gold: Interac HolidayLife Campaign (Proof Experiences)

Award of Distinction: OLG’s Collecting for the Community (The T1 Agency) 

 

MUSIC 

Gold: M&M’s Mixtape (Mars Canada) 

Award of Distinction: First Up with RBC x Music 

 

PURPOSE LED SPONSORSHIP 

Gold: Hockey for All (Scotiabank) 

Award of Distinction: Hershey x NBA Sweeter Together 

 

SPORTS 

Gold: Sobeys – Feed the Dream (XMC) 

Award of Distinction: #FanFini GearUp | Donnez l’avantage #FanFini (BMO Financial Group) 

    

TALENT OR AMBASSADOR 

Gold: Kraft Heinz Canada x Evan Dunfee 

Award of Distinction: Hennessy Canada x Brandon Gonez 

 

SUSTAINED SUCCESS 

Gold: RBC Training Ground 

Award of Distinction: OIKOS Snack to Win – NHL Sponsorship 

 

PROPERTY OF THE YEAR 

Gold: Team Canada (Canadian Olympic Committee)  

 

AGENCY OF THE YEAR 

Gold: Cinco 

 

BEST IN SHOW 

Gold: #FanFini GearUp | Donnez l’avantage #FanFini (BMO Financial Group) 

For more information, please contact: 

Sponsorship Marketing Council Canada  

647.748.3615 x 1   

info@sponsorshipmarketing.ca    

About Sponsorship Marketing Council Canada (SMCC):  

The Sponsorship Marketing Council Canada (SMCC) was created in 2004 to drive advancements in the field of sponsorship marketing. The SMCC’s mission is to help brands, agencies and properties unleash the power of sponsorship marketing through education in best practices, networking and celebrating success.  

Twitter: @SMCC_CCC, #SMAs2022 

Instagram: @SMCC_CCC 

LinkedIn: SMCC – Sponsorship Marketing Council Canada  

Web: www.sponsorshipmarketing.ca 

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