Sport Industry

Mscsports Named Agency of the Year at Hollard Sport Industry Awards


Mscsports was the big winner at the 2021 Hollard Sport Industry Awards, walking away with the coveted Agency of the Year award.

Founded as a sports memorabilia company in 2000, Mscsports has grown and evolved into one of South Africa’s most-reputable sports and entertainment agencies.

In addition to winning Agency of the Year, Mscsports also took home the Campaign of the Year and the Event or Competition Sponsorship of the Year awards. That’s for their Castle Lager #InOurBlood campaign, with Mscsports using local fans’ collective passion for rugby and Castle’s sponsorship of the British & Irish Lions series as a unique opportunity to build a campaign for South Africans to come together and unite behind the Springboks. Taking this campaign one step further was its partnership with the SANBS, to drive desperately-needed blood donations.

The Hollard Sport Industry Awards once again celebrated the ‘teams behind the teams’ within the business of sport, covering areas such as sponsorship, marketing, PR, virtual events, advertising, community investment, social media, production and branding.

“This year we celebrate the brand owners, the agencies and the media owners who have inspired us, entertained us and kept us healthy at a time when we needed it more than ever. We’ve seen so much wonderful inventiveness in entries this year – somehow we’ve managed to hear crowds cheering, even though there weren’t any in the stadiums,” said Heidi Brauer, Hollard’s Chief Marketing Officer. “Heartfelt congratulations to the deserving winners, and to each and every person who has played a part in keeping sports, brands, and campaigns alive and entertaining during this really strange and difficult time.”

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Last year’s Agency of the Year, Levergy, continued their winning streak with the Nedbank Breaking Barriers Race, winning both the Communications award and the Virtual Event of the Year award.

Two new categories were included this year, with the Active and Wellbeing Award going to SPAR for the SPAR Virtual Women’s Challenge, which also won the Fan Engagement Award.

For the first time this year, submissions were opened to the rest of Africa. The Cross Border Award went to Basketball Africa League, the NBA’s first collaboration outside of North America.

Also new to this platform, the Pendoring Indigenous Commentators Award, which went the way of Masomelele Jucwa.

The remaining winners were:

  • Audiovisual Content of the Year (Long Form) – ESPN Africa/Walt Disney Company Africa & 10th Street Media: Bob O’Connor campaign
  • Audiovisual Content of the Year (Short Form) – T&W: Lukhanyo Am SuperSport Schools
  • Brand or Sponsor of the Year – Princess Sports: Brabo Hockey
  • Social & Environmental Impact Award – Team Qhubeka
  • Young Agency of the Year – Matchstick Creative

The Hollard Sport Industry Awards also handed out four special awards, with the Leadership in Sport Business Award going to Al Ahly coach and former Sundowns boss Pitso Mosimane.

Olympic gold medallist Tatjana Schoenmaker was a popular winner in the Sport Industry Personality of the Year category, whilst the Sport Lifetime Community Award was presented to former South African opening batsman, Gary Kirsten, for his work in uplifting cricket and providing access to cricket in communities around South Africa.

The final special award went the way of veteran boxing referee and judge, Stan Christodoulou, who was presented with the Sport Lifetime Achievement Award, for his immense contribution to South African boxing.

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