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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).

Impact Report October 2021

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