SPORT BILD Award 2017
2018 Finalist

SPORT BILD Award 2017

Axel Springer Auto Verlag GmbH

Hamburg, Germany

Category Best Use of an Event to Build a News Brand

Media associated with this campaign

Overview of this campaign

One hundred and twenty-four awards, 109 prizewinners world champions, Olympic medallists and legends. The SPORT BILD Award is one of sports most coveted trophies. Europes biggest sports magazine commends outstanding performances, and annually invites the world of sports’ whos who to participate for the 15th time in 2017! TV presenters Alexander Bommes and Andrea Kaiser, as well as SPORT BILD’s former editor-in-chief Alfred Draxler, welcomed around 700 invited guests in Hamburg’s Fischmarkt. The appealing location, where fishermen once sold their catches, represents native Hanseatic flair and provides an exclusive setting for the guests. Top sportsmen and -women, functionaries, and journalists make an appearance when the awards find their rightful owners. Amongst others there is the shooting star of the year, the special award of the editorial boardand the lifetime achievement award. Top stars like Wladimir Klitschko and Dirk Nowitzki are among the winners of the SPORT BILD Award. Be there when it’s time once again to say: And the SPORT BILD Award goes to… One of the objectives of the renowned event is to increase its reach, as well as communicating with new target groups in external media. The award is enjoying increasing recognition and is successfully positioning SPORT BILD as Europe’s largest sports magazine for sportspeople and decision-makers in the industry. Due to SPORT BILD’s high level of recognition, its firm establishment as a multimedia news brand within the target group should be achieved. With its broad reach and the cross-media coverage of the event, new revenue models are implemented. 


Results for this campaign

It’s like the Oscars, said Wladimir Klitschko after the latest award ceremony, where he was chosen to be ideal of the year. In 2017, the SPORT BILD Award achieved a gross media equivalent value of over eight million euros, which was produced via cross-media coverage. This high value offers an attractive opportunity for companies to present themselves at the event as a sponsor. Overall, more than one million euros was generated in sponsor proceeds. The variously valued sponsoring categories of gold, silver, bronze and natural are offered, whose scope and pricing are optimised annually. The highest category – gold – is always fully booked a year in advance. Individual supplementary packages, such as TV or social-media packages, play to the specific needs of sponsors, meaning that all channels can be monetised. In general, social networks have gained in significance for the event. In addition to the coverage by German influencers via Instagram, editors reported from the red carpet and the award ceremony via Facebook Live. Furthermore, the attention-grabbing promotion ‘promise for likes’ was conducted, in which creative, ‘money can’t buy’ prizes from athletes and decision-makers in the industry were raffled off among Facebook fans. In total, the social-media coverage reached over four million people within five hours and achieved more than 180,000 contribution interactions. A total of 629 contributions were posted using #sportbildaward over the course of the evening. Over the last 15 years, the SPORT BILD Award has continued to enhance its reputation and popularity. In 2017, it was the biggest award yet in terms of scope and resonance, and will continue to develop in the coming years. In 2014, Gary Lineker was extremely impressed by his award win: ‘I just got an invitation and an award in the year that Germany wins the World Cup. I am very flattered and very honoured.’ Stay tuned for the emotional 2018 SPORT BILD Award ceremony in a year full of highlights – such as the Olympics and the World Cup.


Contact

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