FMBE Awards 2020: Guide to the Finalists, Cat G, Sponsorship Activation

FMBE 2020 – guide to the finalists

Category G: Sponsorship Activation

This year the awards are being presented in online broadcast interviews with the finalists. The result of this category will be presented and revealed online in discussion with the finalists on Friday 29th January from 12.45  to 12.55, and broadcast on Facebook Live at

What we love about the category

The events that usually provide the platforms for this award have largely been closed down by COVID. Worse, large chunks of the events industry have been neglected by a government that has thrown down further Brexit challenges to any sports and music events with pan-European tour ambitions.  So, the bit we love about the category is the chance that it brings to remind our broader audience how lucky we are to have world leading talent in performance and production, the collective power of which should not be underestimated.

What our judges love about this year’s finalist


Given the challenges outlined above, our single finalist needed to be a real statement piece. So how about an expression of can-do in Berlin on behalf of the one of the world’s most valuable car brands, BMW, alongside one of the world’s most forward-thinking sport’s properties, Formula E, delivered by a global agency that grew out of the UK, TRO?

Given all that pent-up talent unleashed, a great case study would be expected, so we scrutinised it deeply. We forced the judges to ask how would this case study stack up against some of the astonishing work we have seen in sponsorship activation in years gone by? In short, is being the best in this challenging year enough to get the gold FMBE standard?

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