It's always gratifying when good work receives recognition, and that's exactly what happened at the recent UK Sponsorship Awards. Our teams at Carat have been acknowledged for their creative and strategic work in sponsorship activations.
Carling x talkSPORT: Winner in Print, Radio & Film Sponsorship Category
Our UEFA Euro 2024 partnership between Carling and talkSPORT received recognition in the Print, Radio & Film Sponsorship category. This achievement reflects the dedicated efforts of our teams and client partners who worked collaboratively to create an effective sponsorship activation.
The campaign strategically positioned Carling as a headline co-sponsor of talkSPORT's official radio coverage of the tournament. We developed a comprehensive approach featuring fan-led activations, involvement from ex-professional players, and strong commercial messaging during key game-day hours from 1pm to 10pm.
The Championship Strategy: How Carling Dominated Euro 2024
The campaign delivered solid results: reaching 5 million listeners, generating 1.06 million podcast impressions, and accumulating 2.4 million social views. Importantly, Carling exceeded their brand equity goals by 2.6 points and successfully positioned themselves as the lager brand most associated with football among competitors.
Impressive Results: 5M Reach and Brand Equity Growth
Overall, the campaign scored a 5 million reach, alongside 1.06 million podcast impressions and 2.4 million social views, ensuring the partnership gained significant traction across multiple touchpoints. A key achievement was Carling overperforming vs their brand equity goal by +2.6 points and establishing themselves as the lager brand fans most associate with football.
VOXI Mobile x KISS: Highly Commended for Print, Radio & Film Sponsorship Category
The celebrations continued with our VOXI Mobile campaign in partnership with Bauer Media Group's KISS, which received a "Highly Commended" recognition in the same category.
Connecting Through Live Experiences: The VOXI Approach
As a relatively young brand in an increasingly saturated market, VOXI Mobile needed to build brand awareness and consideration among Gen Z consumers. Leveraging the insight that experiences and events motivate this demographic more than material possessions, we created a campaign that positioned VOXI as the headline sponsor for KISS' live entertainment events throughout the year, including KISS Chosen One, KISS Ibiza, and KISS Haunted House Party.
Campaign Success Leads to Fourth Year Partnership Renewal
The campaign effectively communicated VOXI's core messaging of being "the mobile network with Unlimited Social Media" and that "The Fun Never Ends." The results exceeded expectations, delivering significant uplifts in brand awareness, ad recall, and affinity, which translated to increased consideration, action, and a strong ROI. The campaign's success has led VOXI Mobile to renew its sponsorship with KISS for a fourth consecutive year in 2025.
The Teams Behind Our Award-Recognised Campaigns
Behind these recognitions are dedicated professionals passionate about creating meaningful connections through sponsorship. These acknowledgments represent the creativity, strategic thinking, and collaborative spirit that drive our agency forward.
Our teams worked diligently to understand consumer insights, develop compelling narratives, and execute effectively across multiple touchpoints. They've demonstrated that when brands align authentically with the right partners and deliver genuine value to audiences, positive results follow.
The UK Sponsorship Awards recognise outstanding work in sponsorship across multiple sectors and disciplines.
Click here to see their Book of the Night.
