Sponsorship Marketing Awards Criteria

The SMCC has developed judging criteria consistent with sponsorship marketing best practices.

Please develop your case submission based on the following template, using the headings as provided.

Since sponsorship marketing is used to achieve a diverse range of objectives, the winning entries will not be judged based on their size/scope, but on the business results achieved. Judges will evaluate submissions against stated objectives, which may or may not be sales or a high degree of public awareness, but whether the sponsorship marketing program successfully met or exceeded goals.

The Sponsorship Marketing Awards judging criteria is provided below; Please note that each section is weighted with a percentage which identifies the importance of each section to each entry’s overall score.

Please note the maximum length for case submissions is three (3) 8.5 x 11 pages + Supportive Creative Samples (can be video). Case submissions longer than three (3) 8.5 x 11 pages will be disqualified.

Standard Criteria

A. Overview, Objectives & Sponsorship Selection – 25%

  • Provide a brief description of the corporate sponsor, sponsored organization, and sponsorship property.
  • Explain the Strategic Rationale for the sponsorship program and property selection.
  • List Up to 3 Primary Objectives and the corresponding measure/control introduced to assess performance. Examples include:
  1. Increase brand loyalty
  2. Increase awareness / visibility
  3. Change / reinforce image
  4. Drive retail / dealer traffic
  5. Showcase community / social responsibility
  6. Capture database / generate leads
  7. Stimulate sales / trial / usage
  8. Exclusive Client appreciation / hosting opportunities
  9. Access to event / program content that can be leveraged (ie: product integration, branded content, etc)
  10. Reach a niche target market efficiently
  11. Other
  • Identify the length of the sponsor partnership; the in-market campaign must take place between January 1, 2021 and December 31, 2021 for all categories, except for the Sustained Success Category.
  • **Due to the unprecedented times of 2 Olympic Games being held so close together, when submitting a case that features the Olympics, the eligibility dates will be: January 1, 2021 to February 28, 2022, for Olympic submissions only.  Once a case has been submitted, you are not eligible to re-submit the same case for next year’s Sponsorship Marketing Awards (SMAs).
  • Total sponsorship marketing program costs. (THIS INFORMATION WILL BE KEPT STRICTLY CONFIDENTIAL).
  • Indicate the level of the total budget for the sponsorship marketing program, including the rights fee, in-kind (if applicable) and activation costs:
    1. 250K$ – 500K$
    2. 500K$-1M$
    3. 1M$+ 
  • Indicate the ratio of rights fee to activation costs.

B. Maximizing The Sponsorship Marketing Investment – 35%

  • Provide an overview of the activation program including length, location, branding, consumer experience as well as other core details.
  • Detail specific tactics that were deployed to support the execution.
  • Highlight any unique or innovative factors within your strategy that enhanced the effectiveness of your program.
  • Provide supportive visuals and videos.

C. Results – 30%

  • Explain the overall process for performance assessment including what the source was for key metrics?
  • Identify the results as measured against the objectives of the overall sponsorship marketing program including relevant data. Explain the context and significance of this achievement. For each objective reference the Key Performance Indicators and what the outcome was against this.
  • Explain how your company demonstrated the overall return on investment.

D. Case Quality – 10%

  1. A compelling case, which is clear, concise, and well presented, will also receive a weighted score.

Agency/Property of the Year Criteria

The SMCC has developed judging criteria consistent with sponsorship marketing best practices.


SMCC’s Best of the Year awards seeks to identify Best in Class Industry leadership from a Property and an Agency. This is not intended to award a specific program or sponsorship but rather an overall approach that has been taken over the last year to bring leadership to the industry.

The Sponsorship Marketing Awards judging criteria is provided below. Please note that each section is weighted with a percentage. This identifies the importance of each section to each entry’s overall score. Please note the maximum length for case submissions is THREE 8.5 x 11 pages.

A. Overview

  • Identify your submission as either Property or Agency
  • Provide a brief overview of your organization
  • What makes your organization unique (For sponsor: in the context of sponsorship)?
  • Provide insights into key developments from January 1, 2021-December 31, 2021, that your organization is particularly proud of
  • Outline any advancements for your organization that expand potential long term impact:
    • For Properties: New sponsors, new assets
    • For Agencies: New clients, new programs
  • List your portfolio:
    • For Properties: Sponsor List
    • For Agencies: Client List
  • Explain the impact of your organization to the development of the industry at large (including conference participation, education, involvement in award shows and charitable works, etc.)

B. Case Studies

  • Provide a brief overview of two programs or projects (maximum of three) your organization has lead from January 1, 2021 – December 31, 2021, that best demonstrate your excellence in the field of sponsorship

C. Other

  • Provide any additional rationale for why your organization should be considered for this award

Hall of Fame, Individual, Criteria

Each person can Nominate Up to Two (2) candidates for the Hall of Fame based on the following Criteria. A fee of $375 per case submission will apply.

Submissions must be kept to 1,000 words or less

  • Nominee Details: Name, Role, Organization
  • Provide brief career background and highlights
  • What major impact has this individual had on the industry at large. List and describe up to 5 major achievements
  • How does this individual give back to the industry to ensure it’s sustained success