Excellence in Sports Marketing Awards

The third Excellence in Sports Marketing Awards recognised outstanding sports sponsorships in 1999, promoting the development of Hong Kong sport.

Best Sports Event Sponsorship

Winner

Standard Chartered Hong Kong Marathon
Sponsored by : Standard Chartered Bank
Organised by : Hong Kong Amateur Athletic Association
Promoted by : ESPN STAR Sports

The world-class international marathon, starting on Hong Kong Island and finishing at the Shum Shui Po Sports Ground, achieved a record-high participation of more than 6,900 entries in which overseas entries increased by 100% over last year to 151. The event not only raised the international status of Hong Kong and the sponsor, but also enhanced the profile of distance running through comprehensive promotional campaigns and worldwide broadcast.

Awards of Merit

4th CTS World Swimming Championships
Sponsored by : China Travel Service (Holdings) HK Ltd
Organised by : Hong Kong Amateur Swimming Association

The inaugural world event in Asia attracted over 500 participants from 61 countries. The event drew the world's attention by first-ever installing a portable swimming pool for use in a world championships, transforming the Hong Kong Coliseum into a swimming competition venue. Widely reported by 300 media personnel and broadcast in 77 countries, the event elevated Hong Kong's international status by successfully hosting a world-class event.

1999 Credit Suisse First Boston Hong Kong Sevens
Sponsored by : Credit Suisse First Boston
Organised by : Hong Kong Rugby Football Union
Promoted by : Octagon Prism Ltd

Held in March 1999 at the Hong Kong Stadium, the 3-day annual seven-a-side rugby competition attracted 24 top sevens teams from various countries and over 78,000 spectators, including 10,000 visitors from overseas. Being recognised as one of the important matches in the 10-stop World Seven Series, the Hong Kong Sevens helped enhance the profile of rugby both locally and internationally.

The 5th World Wushu Championships
Sponsored by : The Hongkong and Shanghai Banking Corporation Ltd
Organised by : Hong Kong Wushu Union

First-ever staged in Hong Kong, the event attracted the largest number of 1,000 wushu practitioners from 83 countries. In the event, the Hong Kong team achieved an outstanding result of 6 gold, 6 silver and 5 bronze medals, which elevated Hong Kong's international status. With the assistance of the sponsor, the event generated wide media coverage through a comprehensive promotional strategy, thus raising the profile of wushu and sustained public interest in the sport.

Best Development Programme Sponsorship

Winner

Pacific Century CyberWorks Athletes' Enhancement Programme
Sponsored by : Pacific Century CyberWorks Foundation
Organised by : Hong Kong Sports Development Board

Being the first and only comprehensive education and career development programme for athletes in Hong Kong, the territory-wide scheme, which provided assistance to athletes in study, career counselling and job opportunities, uplifted the profile of Hong Kong sport and elevated the professional status of athletes. Widely covered by the media and supported by various sectors in the community, the programme has projected a progressive and positive image for the sponsor.

Awards of Merit

Bank of China Group Hong Kong Badminton Promotion Scheme '98/'99
Sponsored by : Bank of China Group
Organised by : Hong Kong Badminton Association

The programme, which provided a platform for talent identification and nurturing, attracted over 30,000 attendance and more than 8,600 spectators. The programme not only raised the profile of badminton, but also nurtured a team of top athletes representing Hong Kong at international competitions. With the financial support provided by the sponsor and the additional promotions through its branches, the programme successfully aroused interest in the sport among the public.

McDonald's Star Program - '99 Youth Football Scheme
Sponsored by : McDonald's Restaurants (HK) Ltd
Organised by : The Hong Kong Football Association Ltd

The largest territory-wide development programme run from July to October 1999 attracted a participation rate of over 30,000 participants aged 6 to 18. The programme, not only stimulated and sustained interest in football within the youth target segment, but also raised the profile of football through diversified promotional activities such as Mini-Soccer Games, Coach Cup, coach seminar and in-store soccer demonstrations.

Best Budgeted Sports Sponsorship

Winner

Fujifilm Primary Schools Training Scheme
Sponsored by : Fuji Photo Products Co Ltd
Organised by : Hong Kong Squash

The six-month mini-squash training programmme, comprising instructor course, roadshow, team training, competition and educational camp, reached a total of over 6,000 pupils. To increase pupils' interest and public participation, a new clear-view portable court for demonstration was used. In addition, the sponsor successfully enhanced its brand awareness by providing products as prizes and souvenirs to the participants of competitions.

Award of Merit

Alfred Dunhill Mid-Summer Golf Classic 1999
Sponsored by : Alfred Dunhill Asia Pacific Ltd
Organised by : Hong Kong Golf Association

The one-day tournament was the biggest golfing event open to all Hong Kong and Macau resident amateur golfers. The sponsor effectively promoted the event through its own retail outlets and personalised direct mailing. The promotions adopted not only enhanced the profile of both the event and the sponsor, but also maximised the sponsor's return through strategically promoting its golf line to its targeted customers.

Most Creative Sports Sponsorship

Winner

Pacific Century CyberWorks Athletes' Enhancement Programme
Sponsored by : Pacific Century CyberWorks Foundation
Organised by : Hong Kong Sports Development Board

The pioneered sponsorship programme was the first and only comprehensive education and career development programme for top and potential athletes initiated by the business sector with an aim to motivate athletes for self-enhancement. With the assistance of celebrities from the community and the sponsor, the introduction of the Mentorship Programme has raised the programme's credibility and drawn media's attention.

Awards of Merit

Cathay Pacific Champions
Sponsored by : Cathay Pacific Airways Ltd
Organised by : The Quintus Group
Endorsed by : Hong Kong Tennis Association
Promoted by : Octagon Prism Ltd

The event, held at the Hong Kong Convention and Exhibition Centre, was the first international tennis competition staged at a non-sporting venue. By bringing in 10 former world-ranked players to Hong Kong, the 5-day tournament attracted 7,000 spectators and over 150 reporters. Tailor-made promotions with 17 media and free children's sessions and celebrity clinics initiated by the sponsor helped maximise the exposure of both tennis and the sponsor to the public.

4th CTS World Swimming Championship
Sponsored by : China Travel Service (Holdings) HK Ltd
Organised by : Hong Kong Amateur Swimming Association

The event was unique in transforming the Hong Kong Coliseum into a swimming competition venue with the installation of a portable swimming pool. The sponsor was able to turn a sports event into a business opportunity by providing hotel accommodation and transportation arrangement for foreign spectators which brought incremental business to its travel service.

Samsung Action Asia Challenge
Sponsored by : Samsung Electronics HK Co Ltd
Organised by : Adventure Marketing Ltd
Endorsed by : Sport Climbing Association of HK, China
Promoted by : Adventure Marketing Ltd

The competition was the first and only adventure race in Asia and Hong Kong, which attracted over 300 local and overseas competitors from 15 countries. Held in Sai Kung Country Park, the event featured a new race course that required new competition skills. A comprehensive promotional campaign with creative ideas such as setting up a booth at the Action Expo-Asia and forming professional and celebrity teams was launched to create media interest.

The 5th World Wushu Championships
Sponsored by : The Hongkong and Shanghai Banking Corporation Ltd
Organised by : Hong Kong Wushu Union

The Championships, comprising competition, exhibition events and demonstration, was held in November 1999 at the Hong Kong Coliseum. With the support of the sponsor, the Championships was promoted worldwide through the sponsor's overseas branches, homepage and in-house publication. By sponsoring this world championships, the sponsor was able to promote its new branding and reinforce its global image.