Last night, the Sponsorship Marketing Council Canada (SMCC) held its annual Sponsorship Marketing Awards (SMAs) recognizing the best in sponsorship marketing. The event drew over 200 in-person attendees in Toronto, 30 in Vancouver, and over 50 in Montreal making the awards a night of national celebration for the sponsorship community. Here are the 2022 SMCC Sponsorship Marketing Award Winners:
ARTS & CULTURE
Gold: NBA Films for Fans Created with OLG
Award of Distinction: Hennessy x NBA Hidden Court
BEST NEW INITIATIVE
Gold: lululemon x Team Canada (lululemon athletica inc.)
Award of Distinction: Molson Hockey Night in Canada Multilingual Edition (Group M / MediaCom Sport & Entertainment)
BEST NEW INNOVATION
Gold: Cheer with Cheerios (General Mills Canada Corporation)
Award of Distinction: Piece of History (Maple Leaf Sports & Entertainment)
COVID-19 COMMUNITY CHAMPION
Gold: Metro Retro Drive-In Series Presented by Interac (Metro Ontario, Interac, and Agency Partner: Proof Experiences)
Award of Distinction: Interac HolidayLife Campaign
DIVERSITY, EQUITY & INCLUSION
Gold: #FanFini GearUp | Donnez l’avantage #FanFini (BMO Financial Group)
Award of Distinction: Molson Hockey Night in Canada Multilingual Edition (Group M / MediaCom Sport & Entertainment)
EVENTS & FESTIVALS
Gold: Interac HolidayLife Campaign (Interac and Agency Partner: Proof Experiences)
Award of Distinction: OLG's Collecting for the Community (The T1 Agency)
MUSIC
Gold: M&M's Mixtape (Mars Canada)
Award of Distinction: First Up with RBC x Music
PURPOSE LED SPONSORSHIP
Gold: hockey for all (Scotiabank)
Award of Distinction: Hershey x NBA Sweeter Together
SPORTS
Gold: Sobeys - Feed the Dream (XMC)
Award of Distinction: #FanFini GearUp | Donnez l’avantage #FanFini (BMO Financial Group)
TALENT OR AMBASSADOR
Gold: Kraft Heinz Canada x Evan Dunfee
Award of Distinction: Hennessy Canada x Brandon Gonez
SUSTAINED SUCCESS
Gold: RBC Training Ground
Award of Distinction: OIKOS Snack to Win
PROPERTY OF THE YEAR
Gold: Team Canada (Canadian Olympic Committee)
AGENCY OF THE YEAR
Gold: Cinco
BEST IN SHOW
Gold: #FanFini GearUp | Donnez l’avantage #FanFini (BMO Financial Group)
Award of Distinction: hockey for all (Scotiabank)
