Innovative Brand of the Year

Category Partner

Innovative Brand of the Year


We believe in creating equal opportunity for all. We believe in creating and supporting equality in sport, schools, our communities, and in the workforce.

We believe in fighting social injustice. We believe that we have a role to play in fighting social injustice through sport and in sport.

We believe in the unique power of sport to bring people together. We believe that sport transcends barriers like gender, race, religion, creed and politics.

We believe in doing less harm to our earth. We believe that through creativity and innovation we will lessen the impact on our world and create a better world for our children.


EA SPORTS FIFA – Client • 160over90 – Lead activation agency

EA SPORTS FIFA has become part of football’s DNA. Fans engage with the franchise year-on-year, it is the video game synonymous with the world’s beautiful game.

Our mission in 2019 was to break new ground, by blurring the lines between the virtual and real worlds of football – and ultimately continue to grow the franchise.

How? We executed a full 360, cross-platform marketing plan that saw the worlds of music, entertainment, football and FIFA collide.

We created cinematic owned-channel content featuring AAA* names, including Anthony Joshua and Major Lazer, elevated the FIFA launch event into a truly Global World Premiere, driving 201m content views, activated partnerships with governing bodies plus developed meaningful CSR initiatives. 2019 was also a game-changing year for esports, including the successful launch of the ePremier League.

The result? A record-breaking year in franchise history, with EA SPORTS FIFA 20 named 2019’s fastest selling entertainment product


INEOS 1:59 Challenge • Team INEOS • INEOS TEAM UK • OGC Nice • Lausanne Sport • 1851 Trust • The Daily Mile • INEOS GO Run For Fun

Over the past year, INEOS has helped re-write the sporting history books and heralded a new era for the brand as a major player in the sports arena.

Eliud Kipchoge and INEOS made sporting history on 12 October 2019 when the Kenyan became the first person to run a marathon in under two hours and proved ‘No Human is Limited’.

The INEOS 1:59 Challenge epitomises the INEOS ethos that nothing is impossible and helped to elevate the brand to new heights in 2019.

The challenge also showcased the strength of INEOS bringing together experts from across the sporting family, which includes winners of the 2019 Tour de France, Team INEOS, INEOS TEAM UK, Britain’s challenger to the 36th America’s Cup, Great Britain’s boat for SailGP, French Ligue 1 club OGC Nice and Swiss club Lausanne Sport. Alongside children’s participation initiatives The Daily Mile, GO Run for Fun and Rebels Crew.


M&C Saatchi Sport & Entertainment • VCCP • Havas • Hope & Glory

Brand commoditisation and ubiquity are two of the biggest threats in the UK telco market. It’s harder than ever to stand out. To differentiate O2, we connect to our customers through their passions.

Our partnership with England Rugby is at the heart of why we’re the UK’s most-loved telco. We have a relentless drive to bring fans closer to our team, and the sport we love, in new and innovative ways.

A series of world-firsts meant that we continued to stay ahead, building brand engagement and driving home product stories throughout 2019.

‘Be their Armour, Wear the Rose’ continued our 24-year commitment to the England Rugby Team. We garnered 8.8 million acts of support, delivered a rise in brand consideration and contributed to the lowest customer churn for any UK telco.

The North Face

For The North Face, 2019 is a year to be proud of.

We continued to break down barriers to the outdoors, creating greater access, diversity and equality with the launch of the Explore Fund in the UK, protecting wild places and empowering future explorers.

Our hugely successful Walls Are Meant For Climbing campaign returned, offering thousands the chance to climb for free and learn from and be inspired by our world class athletes.

Sustainability remained top of our agenda, offsetting all athlete expeditions with our carbon calculator and bringing sustainable store design to Birmingham, with the launch of our all new global retail strategy.

Last but not least we challenged ourselves, the industry, and our consumers to dare to disrupt, defying limitations with an all new technology that dominated the freeride world tour, made the first ski descent of Lhotse and won UTMB.



In December 2018, following the decoupling of UEFA rights for the men’s and women’s competitions, Visa became the first sponsor of UEFA Women’s football - signing a seven-year deal in a forward-thinking partnership charged with finding imaginative ways to accelerate the growth of women’s football.

The support for women’s football is viewed differently to the other properties within the Visa sponsorship portfolio. In addition to traditional ways of utilising sponsorship rights, Women’s football offers a platform to talk about acceptance, inclusion and female empowerment – values at the very heart of what Visa stands for.

Central to Visa’s development within this space has been gaining the trust and backing of the players within the game. Working together, sharing ideas to ensure the support of a strategy focused on driving change.