About the Awards

We are proud to announce the winners of the 5th annual Sponsorship Excellence Awards, celebrated at the Sponsorship Mastery Summit in Nashville, September 28-30.

During the Sponsorship Excellence Awards Lunch on September 30, the ceremony brought together leaders from across the sponsorship marketing industry to celebrate the brands, properties, agencies, and individuals setting the standard for what sponsorship marketing can be — recognizing not just results, but vision, creativity, and lasting impact on the industry.

“These awards exist to shine a light on the people and organizations proving what sponsorship can do at its best,” said Paula Beadle, CEO and Founder of SMA. “Every winner this year raised the bar and in doing so, moved our entire industry forward.”

Winners were selected by the Sponsorship Excellence Awards Selection Jury, a distinguished panel of industry leaders with deep expertise in sponsorship marketing and strategic partnerships.

The following awardees were recognized:

Hall of Fame Award

Myles Gallagher, CEO of The Superlative Group, Inc., received the Hall of Fame Award. This prestigious recognition celebrates Gallagher’s enduring impact on the sponsorship industry — a career defined by visionary leadership, transformative strategy, and an unwavering commitment to mentorship and innovation.

As a 42-year veteran, he built one of the world’s most respected naming rights and sponsorship consultancies, negotiating more than $4 billion on behalf of clients across professional sports, higher education, healthcare, municipalities, and cultural institutions. A true pioneer, Myles expanded the industry’s reach far beyond traditional sports venues while raising the standards of sponsorship valuation, strategy, and partnership for an entire generation of professionals.

Agency of the Year

Momentum received the Agency of the Year Award, recognized for consistently delivering measurable results, fostering innovative ideas, and building enduring client relationships. As the world’s pre-eminent global experience agency, Momentum delivered one of its biggest years yet in 2025, executing disruptive activations at the FIFA Club World Cup, Super Bowl, US Open, and F1 for world-renowned brands including Coca-Cola, GEICO, Michelob ULTRA, Walmart and William Grant & Sons.

Kevin McNulty, President & Chief Marketing Officer and Allie Bingham, VP, Group Director of Partnerships at Momentum, joined SMA at the Summit to accept this award.

Property of the Year

CMA Fest received the Property of the Year Award, recognizing a property that has redefined what it means to engage partners and audiences. As the longest-running Country Music festival in the world, CMA Fest draws an estimated 100,000 daily fans to Nashville, generating 123 billion media impressions and $86 million in direct visitor spending while giving $2 million back to music education through the CMA Foundation. With free daytime programming, national ABC broadcast integration, and custom activation opportunities that deliver category-leading results for brand partners, CMA Fest has proven itself as one of the most powerful and purpose-driven sponsorship platforms in live entertainment.

Jenny Methling, Senior Director of Strategic Partnerships and Kevin Coffey, Director, Brand Partnerships Development at the Country Music Association, joined SMA at the Summit to accept the award.

Sponsor of the Year

Athletic Brewing Company received the Sponsor of the Year Award, honored to a brand or sponsor that exemplifies excellence in partnership. As the number one non-alcoholic beer brand in the United States, Athletic transformed premium non-alcoholic beer into one of the fastest-growing partnership categories, building integrated platforms with Live Nation, Ironman, Arsenal FC, NASCAR, the San Francisco Giants, Seattle Mariners, and dozens of premier venues and events. By treating sponsorship as a fully integrated commercial ecosystem rather than signage or media inventory, Athletic has proven that the best sponsors do not just buy visibility, they create new occasions, expand consumer choice, and deliver measurable value for every stakeholder in the partnership.

Rosalie Kennedy, Senior Director of Marketing at Athletic Brewing Company, joined SMA at the Summit to accept the award.

Innovation in Sponsorship

DIGIDECK received the Innovation in Sponsorship Award, honoring the pioneers who push the sponsorship industry forward. DIGIDECK transformed the sponsorship industry by turning the static pitch deck into an interactive, personalized, and measurable platform now trusted by 600+ organizations including every major league, giving partnership teams real data on how sponsors engage with every slide, view, and second spent with a proposal. In 2026, DIGIDECK raised the bar again with the launch of DIGI, the first governed AI layer for sponsorship, allowing teams to build and personalize pitches at AI speed while keeping every output on-brand and accurate, redefining what a sponsorship presentation can be.

Christy Grady-Murray, EVP, Business Development & Jake Stainbrook, Account Executive at DIGIDECK, joined SMA at the Summit to accept the award.

Social Impact Award

Maple Leaf Sports & Entertainment x Mastercard received the Social Impact Award, recognizing a campaign, property, or brand that uses sponsorship as a force for good. Maple Leaf Sports & Entertainment and Mastercard created the Indigenous Playmaker Marketplace presented by Mastercard to move beyond symbolic recognition, giving Indigenous-owned businesses access to Maple Leafs intellectual property, retail space, and a national fan base to turn cultural celebration into real economic opportunity. The activation generated 35.8 million impressions, sold out 85% of product inventory on launch night and drove a 32% increase in Mastercard usage*, proving that the best sponsorships create measurable community impact alongside commercial results.

Kirsten Maynard, Senior Manager of Partnership Marketing at Maple Leaf Sports & Entertainment, joined SMA at the Summit to accept the award.

*Based on Real Sports Apparel YTD average of online and in store sales (September 2025-January 9 2026) vs January 10 2026

Rising Star

The Rising Star award was given to Ashley Dye, celebrating an up-and-coming sponsorship professional making waves early in their career. In her 3 years as Sponsorship Sales Manager at Milwaukee World Festival, Inc., Ashley Dye helped drive a record 82 sponsors at Summerfest 2025, landing national brands while developing community-driven programs like the Briggs & Stratton STEM initiative and the BMO Small Business Spotlight that delivered real impact beyond the festival grounds. Ashley began her career with MWF as a seasonal assistant while still attending UW Madison and has since risen through 5 distinct roles, each with an increased responsibilities within the organization. Her combination of creative vision, rigorous KPI tracking, and natural leadership has already made her a mentor to new team members and one of the most valuable rising voices in the sponsorship industry.

Ashley joined SMA at the Summit to accept the award.

Best in Show: Outstanding Activation in Arts & Entertainment

Canva received the Best in Show: Outstanding Activation in Arts & Entertainment Award for their Creative Cabana at Cannes Lions, spotlighting a standout activation that brought art, music, film, or live entertainment to life through meaningful sponsorship. Canva returned to Cannes Lions three times larger with the Creative Cabana, turning the world’s most competitive marketing festival into an open, hands-on experience where over 10,000 visitors designed postcards, built AI itineraries, and attended nightly community programming tailored to distinct corners of the industry. The activation generated over $1 million in sponsorship revenue, over 46 million organic social impressions, and a closing Pride Party that drew 1,200 guests and earned national coverage in Variety.

Gideon Spitzer-Williams, Global Experiential Marketing Lead, B2B at Canva accepted this award virtually.

Best in Show: Outstanding Activation in Sports

Maple Leaf Foods and the Canadian Olympic Committee received the Best in Show: Outstanding Activation in Sports Award, recognizing the most compelling, strategic, and creative sponsorship activation in the world of sports. In its Olympic debut as Official Protein Partner of Team Canada, Maple Leaf Foods built its entire campaign around one honest truth, that before any big moment there is a meal, bringing “Victory. But First, Protein.” to life across broadcast, retail, fan events, and athlete storytelling. Maple Leaf athletes won 10 medals representing 48% of all Canadian medals, dollar sales grew 18%, and more than $10 million in incremental sales were tied directly to the program.

Brooke Purdom, Associate Brand Marketing Manager at Maple Leaf Foods, and Owen Gazel, Sr. Manager of Partnerships at T1 agency, joined SMA at the Summit to accept the award.

Best in Show: Outstanding Activation in Fairs & Festivals

Harley-Davidson and Summerfest received the Best in Show: Outstanding Activation in Fairs & Festivals Award, recognizing a one-of-a kind activation that stood out in a crowded and energetic environment. Two iconic Milwaukee brands reunited on America’s 250th birthday to turn Summerfest’s final day into a full community celebration, combining a food drive collecting 10,000 pounds for the Hunger Task Force, a $30,000 donation to veterans, and the city’s first July 4th fireworks show in years. The partnership generated nearly 350 press stories valued at over $20 million and reconnected Harley-Davidson with its hometown community in a way that delivered real value for fans, the city, and both brands.

Kevin Canady, Chief Revenue Officer at Summerfest presented by American Family Insurance, and Lori Schweiger, Director of Experiential at Harley-Davidson, joined SMA at the Summit to accept the award.

Best in Show: Outstanding Activation in Events & Venues

Michelob ULTRA and Park City received the Best in Show: Outstanding Activation in Events & Venues Award, honoring a campaign that made a lasting impression at an event or venue through creative integration, fan-first engagement, and exceptional execution. Michelob ULTRA transformed Park City Mountain into the ultimate Team USA celebration during the 2026 Winter Olympics, combining Olympic artifact exhibits, elevated watch parties, and a Kygo summit concert with the resort’s first night skiing since 2017. The activation drew 61,000 weekend attendees, 1,000 VIP guests, and 268 million media impressions, delivering a destination experience that could not have existed without the partnership.

Aimee Wenske, Senior Director of Strategic Partnerships at Vail Resorts joined SMA at the Summit to accept the award on behalf of the team.

SMA Member of the Year

Sponsorship Marketing Association Member of the Year was awarded to Andrew Duffy, one of SMA’s most active members and an avid Summit attendee. As the Chief of Corporate Partnerships for U.S. Army Installation Management Command’s Directorate of Family, Morale, Welfare, and Recreation, Andrew has led the Army’s Commercial Sponsorship & Advertising Program, directing strategic corporate partnerships with national and international brands to enhance FMWR programs for Soldiers and Families at installations worldwide. His team drives enterprise-level sponsorship packages across the Army’s global footprint, including corporate sponsorship support for the Department of War’s Warrior Games and the Invictus Games, and he currently spearheads a landmark initiative to centralize and revalue the Army FMWR brand for Fortune 500 and pro-sports league partnerships.