Mscsports Shortlisted for 2021 Hollard Sport Industry Awards

By 14th Nov 2021 News

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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