JOHANNESBURG – Chevrolet and the Chevrolet Warriors on Thursday night beat top national sport sponsorship campaigns to win the Best Sponsorship of a Sport Team or Individual category at the inaugural Virgin Active Sport Industry Awards 2011.
Chevrolet and the Chevrolet Warriors were up against major national sponsorships including ABSA and Castle Lager’s Bafana Bafana sponsorship, Nike’s Lead with our Players campaign, and SASOL’s sponsorship of the Springboks. The judges, however, singled out Chevrolet and the Chevrolet Warriors’ integrated marketing efforts which yielded a significant 5:5 return on investment ratio.
Thanks to Chevrolet’s continued support of Cricket Eastern Cape and the Warriors franchise team, a well designed and executed marketing strategy was put into place. The Awards recognise excellence in PR and marketing in the sport industry and the Chevrolet Warriors campaign was lauded for its all-embracing activation initiatives across platforms and “desire to leave no stone unturned”.
“We are delighted to have won the award against such stiff competition. Chevrolet’s partnership with Cricket Eastern Cape and the Warriors has paid dividends not only in the team’s performance during the past season, but also by developing grassroots cricket in our communities. Together with Cricket Eastern Cape, Chevrolet is extremely proud to play a positive role in the development of cricket in the province”, said Tim Hendon, Chevrolet Brand Manager for GM South Africa, after receiving the award at a glitzy ceremony at Emperor’s Palace.
“This award is excellent for us as a franchise, not only because it recognises the effort that goes into our PR and marketing campaign, but also because it once again shows what a crucial role Chevrolet has played in building the Chevrolet Warriors brand,” said Dave Emslie, CEO of Cricket Eastern Cape. “We are honoured to have Chevrolet as our loyal and ever supportive sponsor and believe that there is scope for a long and successful partnership into the future,” Emslie said.
The gala Virgin Active Sport Industry Awards ceremony drew top names in sport and entertainment with the likes of Victor Matfield, Mark Fish, Ryk Neethling, Ali Bacher, Natalie du Toit, and Vanessa Hayward all attending the event. The Chevrolet Warriors were also shortlisted in the Sport Team of the Year category, with the award finally going to Western Province and Stormers Rugby.
This is Chevrolet’s fourth year as anchor sponsor of the Chevrolet Warriors.