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SportBusiness: Sponsorship Works Award to Capgemini for Ryder Cup partnership

Feb 05, 2025 - financialpost.com
Capgemini has been awarded the inaugural Sponsorship Works Award by SportBusiness for its innovative sponsorship campaign at the Ryder Cup. The campaign, which runs until 2027, featured 'Outcome IQ,' a tool combining artificial intelligence with golf expertise to analyze play and predict team performances. This technology was highlighted 41 times in broadcast coverage, exceeding its contractual obligation of 15 appearances, and was praised for enhancing media exposure and fan engagement. The award recognizes creative and impactful sponsorships in sports, with Capgemini's campaign outperforming initiatives from Paddy Power and Orange France.

The Sponsorship Works Award, launched by SportBusiness, aims to honor the most innovative sponsorship activations in the global sports industry. Capgemini's campaign was supported by the agency rEvolution and internal teams from the Ryder Cup. The judging panel selected the top three activations based on creativity, innovation, and performance against results, considering 27 case studies from 2024. Capgemini's campaign was noted for its effective integration of technology in sports, with CEO Bruce Cook highlighting its meaningful impact on broadcasts and media reach.

Key takeaways:

  • Capgemini won the inaugural Sponsorship Works Award from SportBusiness for its innovative sponsorship campaign at the Ryder Cup.
  • The 'Outcome IQ' tool, integrating AI and golf knowledge, provided comprehensive play analysis and enhanced broadcast coverage.
  • Capgemini's campaign outperformed initiatives from Paddy Power and Orange France at other major sports events.
  • The Sponsorship Works Award recognizes creative and impactful sponsorship activations in the global sports industry.
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