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Awards Brands & Merch Business News
Tennent’s wins music prize at sponsorship awards
By Chris Cooke | Published on Monday 15 February 2016
Tennent’s won the CMU-supported Live Music Sponsorship gong at the European Sponsorship Association’s Excellence Awards in London last week, in recognition of the drink brand’s long-term partnership with the T In The Park festival which, despite having a two decade plus history, still felt “new, energised and fresh” to the judges. Barclaycard was also highly commended by the very same judging panel for its sponsorship of British Summer Time in Hyde Park.
There was a double win for Tennent’s, which also picked up the award for best Integrated Marketing Campaign. Commenting on both wins, the firm’s Head Of Sponsorship, George Kyle, told CMU on Friday: “The European Sponsorship Association Excellence Awards celebrate excellence in the sponsorship industry and attract entries from global brands. So we were delighted to receive three nominations this year, and it was a real honour to take home two awards from last night’s ceremony”.
On his firm’s long-term festival partnership, he added: “We’ve been the ‘T’ in T In The Park for 22 years, and this year’s campaign success is testament to how a longstanding partnership can continue to engage and excite consumers”.
You can read CMU’s interview with Kyle about the music activity of Tennent’s here, plus find out more about another music partnership shortlisted by the ESA this year, Jägermeister’s JägerHaus, here.
