Monthly Archives

Nov 2021

Mscsports is the Hollard Sport Industry Awards Agency of The Year for 2021

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Mscsports, the full service sports and entertainment agency, has been announced as the Hollard Sport Industry Awards Agency of the year for 2021.

The award comes along with honours in two other categories – namely Campaign of the Year and Event/Competition Sponsor of the Year for their work on the Castle Lager’s #InOurBlood campaign, bringing to life the incoming British & Irish Lions tour earlier in the year.

Whilst many sponsors opted not to activate during the tournament in light of spectator restrictions and in-stadia attendance bans, Castle Lager stepped up and proved that South Africans’ love and passion for rugby, the Springboks and our country is truly #InOurBlood. The campaign delivered a unique experience for fans around the country and the world, connecting them virtually and uniting them through friendship and shared passions.

“These awards are so significant for Castle Lager. The brand purpose has always been about bringing South Africa together, and to do it using something that really unites us – like our blood – despite so many other issues that could divide us, is truly incredible” says Sphe Vundla, Brand Director: SAB Corporate at Anheuser-Busch InBev.

“Possibly the greatest victory is the 24% increase in blood donations received by the SANBS as a result of the campaign however – especially during a time when it was most needed.”

The Hollard Sport Industry Awards recognises the best work in the business of sport and, after two challenging years for the sports industry, it is incredibly promising to learn of the 66% increase in award submissions from last year – a hopeful sign of the return to some semblance of normality for sport in South Africa.

“The last 2 years have been incredibly difficult for our industry and our country. But despite all of the challenges thrown at us, sport has continued to provide hope and relief to South Africans and we’re proud to have been able to play a part in bringing that to life at a time when we all needed it the most” says Grant McEwan, Head of Strategy at Mscsports.

“The far-reaching impact of sport is why we’re so passionate about what we do, and we’re grateful to do it alongside such committed, supportive and resilient clients. The work and campaigns from all corners of our industry celebrated at the Hollard Sports Industry Awards was inspiring to see. To receive formal acknowledgement and recognition for our part played over the last year is simply the cherry on top.”

“The athletes, brands and rights holders with whom we’re privileged to work have ultimately provided us with the platform on which to create, execute and leverage their sponsorships – their unwavering trust and commitment has been paramount to our combined success” continues Mscsports Managing Director, Neil Jankelowitz.

A full list of the awards and winners can be viewed here.

Leading by Example – Carrie Delaney achieves highest honours in ESA Diploma

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Mscsports Head of Client Services, Carrie Delaney, has been announced as South Africa’s top student and second overall across 14 countries that undertook the European Sponsorship Association (ESA) Diploma in 2021.

Mscsports Head of Client Services, Carrie Delaney

The ESA Diploma is an international online qualification for practitioners of all levels wising to learn more about the commercial world of sponsorship and sports marketing – the only formal qualification of its kind within the industry. 

Not only did Carrie complete the course whilst simultaneously juggling work, a demanding schedule and motherhood, but she excelled – graduating with distinction, scoring the highest marks ever achieved by a South African student to date which is no small feat!

Carrie joined Mscsports as Account Director in 2019, but with her exceptional work ethic, interpersonal and communication skills and passion for the business, she was promoted to Head of Client Services in 2021.

Congratulations Carrie and the entire class of 2021!


ESA is a not-for-profit membership association whose mission is to inspire, unite and grow a welcoming and diverse sponsorship industry, achieving this through education, guidance, representation, the recognition of excellence and the sharing of best practice and performance.

Mscsports Shortlisted for 2021 Hollard Sport Industry Awards

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Mscsports has been shortlisted in 7 categories in the 2021 Hollard Sports Industry Awards – including Agency of the Year.

There is no doubt that the last two years have been challenging for everyone – but especially for those working in the sports industry that relies on millions of fans supporting events every week. Despite tough conditions, brands and rights holders alike have pivoted, transformed and swiftly converted events, campaigns and activations that traditionally were held in-person, into online fan experiences to ensure that the proverbial ‘show’ still goes on.


Castle Lager remained true to their long-standing commitment to South African sport as the headline sponsor of the British & Irish Lions Series. At a time when everything was keeping us apart, Castle Lager leveraged their sponsorship of the British and Irish Lions Series to live their values of promoting friendship, coming together and uniting communities. We were honoured to work with Castle Lager and their agencies to bring the #InOurBlood campaign to life. The campaign has been shortlisted for:

  • Brand/Sponsor of the Year
  • Campaign of the Year
  • Fan Engagement Award
  • Communications Award
  • Event/Competition of the Year
  • Social & Environmental Impact Award


In the knowledge that during the pandemic, more than ever, the youth of South Africa needed motivation to succeed and reason to believe, Engen pivoted its knockout tournament into an online event for the first time in its 18 year history, allowing players and coaches to benefit and upskill even when they weren’t able to play in person. Furthermore, in a move toward gender equality, Engen launched the ladies tournament with equal prize money ensuring no one gets left behind. Engen cares!

The campaign has been shortlisted for the Social & Environmental Impact Award.

We look forward to the award ceremony on the 25th of November and celebrating the opportunities, creativity and impact that has been produced despite the Covid-19 pandemic (and in some instances, because of it).

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