Ron Dennis hit the nail on the head. The Sport Industry Awards is the Oscars of the sports industry.
Last night’s event featured an impressive array of stars from Dennis, who picked up a lifetime achievement award, to track legend Michael Johnson to undefeated boxing champ Joe Calzaghe.
Dennis accepts lifetime achievement award
The feeling of goodwill towards Brawn GP’s Jenson Button was palpable with spontaneous applause erupting for a man who so recently seemed to have the weight of the world on his shoulders.
Another favourite on the night was Olympic gold medal boxer James ‘Chunky’ DeGale, who showed there is no substitute for natural charm and modesty.
The crowd warmed to him – and brand managers in the room should have taken note.
Agency of the Year was won, for the second year in a row, by M&C Saatchi Sports & Entertainment which has gone from strength to stregth over the year.
Synergy picked up the award for Best Sponsorship of a Sport Event or Competition for its excellent Powerade Inner Gear campaign around the Beijing Games.
Powerade Inner Gear by Synergy
Another notable winner was Nike, which scooped Best TV Sport Commcerical for its ‘Take it to the Next Level’ ad, directed by Guy Ritchie.
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