Capgemini Celebrates Groundbreaking Recognition in Sports Tech

Author: Logan Wright Updated: 02-05-2025 12:45 PM

A Groundbreaking Recognition for Capgemini

In an exciting development for the sports sponsorship industry, Capgemini has been awarded the inaugural Sponsorship Works Award from SportBusiness for its outstanding partnership with the Ryder Cup. This prestigious accolade recognizes the most creative and impactful sponsorship activations across the globe.

Innovative Campaign for the Ryder Cup

Capgemini, a prominent global partner of the Ryder Cup until 2027, launched a unique campaign revolving around its innovative technology-based activation known as 'Outcome IQ'. This cutting-edge tool utilizes artificial intelligence (AI) to provide fans with comprehensive analyses of gameplay, allowing them to revisit past player performances and predict outcomes for various team pairings during the tournament.

The Role of Technology in Sports

The award for Capgemini was decided through a public vote that highlighted its creative edge amidst formidable competition. Notably, it outperformed other significant campaigns, including those by Paddy Power at the World Darts Championship and initiatives led by Orange France and Havas Play for the Paris 2024 Olympics. The collaboration with agency rEvolution and various internal teams further solidified the launch of 'Outcome IQ.'

Criteria for the Sponsorship Works Award

SportBusiness Sponsorship assembled a judging panel that evaluated 27 diverse case studies from 2024. The selected campaigns were assessed based on creativity, innovation, and measurable performance outcomes. SponsorLab, an online performance management platform, also contributed insights into establishing effective brand partnerships.

Insights from Industry Leaders

Bruce Cook, the founder and CEO of Capgemini, shared his enthusiastic perspective on the award-winning campaign. He emphasized the complexities involved in developing technology that resonates meaningfully with both fans and media outlets. In his words, the effectiveness of 'Outcome IQ' was evident, as its graphics appeared 41 times during the broadcast despite only a contractual obligation for 15 mentions.

The Future of Sports Sponsorship

As the sports sponsorship landscape continues to evolve, Capgemini's pioneering approach exemplifies how technological integration can enhance audience engagement and media presence. The announcement of such awards fosters a creative environment where brands can innovate while forming symbiotic partnerships in the sports arena.

Continued Innovations Ahead

Looking forward, SportBusiness is already curating case studies for the next cycle of the Sponsorship Works Award, ensuring that the momentum for innovation and excellence in sports sponsorship remains strong.

Frequently Asked Questions

What is the Sponsorship Works Award?

The Sponsorship Works Award is an accolade presented by SportBusiness to honor the most creative and impactful sponsorship activations in the sports industry.

Why did Capgemini win the award?

Capgemini won for its innovative 'Outcome IQ' tool, which leverages AI to enhance fan engagement and deliver insightful analyses during the Ryder Cup.

Who evaluated the sponsorship campaigns?

The campaign evaluations were conducted by a panel from SportBusiness, considering factors like creativity, innovation, and overall effectiveness.

What did Bruce Cook say about the campaign?

Bruce Cook highlighted the successful integration of technology in the campaign, noting its significant presence during broadcast and fan engagement.

What are the future plans for the Sponsorship Works Award?

SportBusiness is currently collecting case studies for the next season of the Sponsorship Works Award, focusing on continued innovation in sports sponsorship.

About The Author

Dedicated Author and financial expert Logan Wright here, 29 years old. After earning an economics degree, I spent a number of years working in different financial industries. My great passion is enabling everyone, from any background or experience level, to understand and be literate in financial matters.

My books and writings are centered on simplifying difficult financial ideas into doable, understandable guidance. Whether it's retirement planning, investing, or budgeting, I want to arm readers with the information they need to make wise financial choices and realize their financial objectives.

Apart from writing, I also frequently post to financial blogs and organize webinars and workshops targeted at enlightening participants about personal finance. Always, my strategy is to offer concise, doable advice that can truly improve people's lives.

Away from work, I like to read, travel, and sample new foods. My goal is to infuse everything I do with the balance that I think is essential to both financial and personal well-being. By my profession, I want to encourage and enable people to confidently and clearly take charge of their financial futures.

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