SportBusiness: Sponsorship Works Award to Capgemini for Ryder Cup partnership

LONDON, Feb. 05, 2025 (GLOBE NEWSWIRE) -- The award aims to recognise the most creative and impactful sponsorship activations in the international sports landscape
Capgemini's sponsorship campaign for the latest edition of the Ryder Cup has won the inaugural Sponsorship Works Award from SportBusiness. Capgemini is a global partner of the Ryder Cup until 2027. 'Outcome IQ', part of the company's innovative technology-based sponsorship activation at the most prestigious team golf tournament, was selected through a public vote among three finalists.
The customised tool, which combines artificial intelligence (AI) with in-depth knowledge of the game, provided a comprehensive analysis of play, enabling fans to review past player performances and predict how different team pairings might play out during the actual competition. SportBusiness launched the Sponsorship Works Award last year to recognise the most creative and innovative sponsorship activations in the global sports industry.
Sponsorship Works Award: A prize for innovation
Capgemini's campaign outperformed strong competition from a targeted Paddy Power campaign at the World Darts Championship and an initiative by Orange France and Havas Play at the Paris 2024 Olympics. Capgemini was supported by the agency rEvolution, as well as internal partnership and technology teams from the Ryder Cup, in launching 'Outcome IQ'.
The SportBusiness Sponsorship editorial team and event partner SponsorLab selected the top three activations based on criteria such as 'creativity and innovation' and 'performance against results,' while also considering other, less tangible qualities. SponsorLab is an online performance management platform designed to help brands, agencies and rights holders establish more effective partnerships.
A model example of technological integration in sport
The company's founder and CEO, Bruce Cook, shared his critical perspective on the winner, seeing it as a highly successful example of technological integration. 'It's really difficult to create a new piece of tech that isn't just a gimmick but is meaningful for both the fans and the media, especially with something like the Ryder Cup where all the focus is on the red and blue scores,' he said.
He then added: 'Capgemini's AI-powered 'Outcome IQ' probability graphics featured 41 times in the broadcast coverage and only had a contractual obligation for 15 times. That says it really enhanced the broadcasts while achieving a huge reach in terms of media exposure. Their external PR and digital content also proved incredibly effective alongside a strong staff engagement programme. A very comprehensive campaign,' he added.
The judging panel shortlisted candidates from 27 different case studies published by SportBusiness Sponsorship in 2024. These case studies provided a detailed analysis of the planning, execution and results of some of the most innovative campaigns delivered by agencies and rights holders across the industry.
The future of Sponsorship Works

Try Our AI Features

Explore what Daily8 AI can do for you:

Learn with AIFact CheckingText to SpeechAI Summary

Related Articles

Fox News

2 hours ago

• Fox News

Keegan Bradley wins Travelers Championship with dramatic birdie on final hole

Keegan Bradley looks just about ready to captain the United States in this year's Ryder Cup after his clutch performance on Sunday to win the Travelers Championship by one stroke over Tommy Fleetwood and Russell Henley. Bradley had the crowd at TPC River Highlands in hysteria on the 18th hole, where he needed a birdie to win this final signature event of the PGA Tour campaign. It was rather surprising to see Bradley have this opportunity in the first place, as Fleetwood built a three-shot lead heading into Sunday, but he shot 2-over as his first PGA Tour win continued to allude him despite being a top 20 golfer in the world. Meanwhile, Bradley stepped up to the 18th tee box shooting 1-under, which was thanks to an absolute bomb of a putt from 64 feet that drained on the 15th green. That gave him a share for the lead at 14-under for the tournament. Bradley hit the perfect drive on 18, setting himself up with a 138-yard approach shot that he was hoping to stick close for a birdie chance for the win. That's exactly what happened, as he was eyeing his shot all the way to the green as it bounced and stuck less than six feet from the cup. Fleetwood, just bogeyed the par-3 16th to open the door for Bradley ended up three-putting for bogey, pushing an eight-footer on his second attempt to save par and force a playoff. Seeing Fleetwood miss that putt, Bradley stepped up to his ball for the win and sunk it, letting out a big cheer along with the many in the crowd. "Of all the shots and all the putts I've hit, I think I'll remember that one the most," Bradley said on the CBS broadcast. Fleetwood, on the other hand, was understandably "upset" after what transpired on the course, as he has the most top-10 finishes on the PGA Tour without a win than any golfer over the last 40 years. "I'm angry … it hurts," he said after the round. What made this such a significant battle between Bradley and Fleetwood was because of Ryder Cup being on the horizon. It will be held at Bethpage Black, and while Bradley is Team USA's captain, Fleetwood consistently plays on the European Ryder Cup squad. This was Bradley's eighth PGA Tour win, and if he wishes to be a playing captain in this year's Ryder Cup, he's certainly showing the clutch abilities to do so. He entered this week as the world No. 21 golfer in the Official World Golf Rankings. He will now be pushed into the top 12 in Ryder Cup standings as well with this victory at TPC River Highlands. While the top six in the standings after the BMW Championship earn an automatic bid onto the Ryder Cup team, Bradley does have the authority to choose himself as a captain's pick for the squad. If Bradley plays in the Ryder Cup, he would be the first playing captain since the legendary Arnold Palmer in 1963. The last captain to play for Team USA was Tiger Woods in 2019 for the Presidents Cup. Follow Fox News Digital's sports coverage on X, and subscribe to the Fox News Sports Huddle newsletter.

Hamilton Spectator

3 hours ago

• Hamilton Spectator

US Ryder Cup captain Bradley wins the Travelers. Lee and Jimenez take major titles

CROMWELL, Conn. (AP) — Ryder Cup captain Keegan Bradley rallied from three shots behind with four holes to play and birdied the 18th hole before a delirious home crowd Sunday for a 2-under 68 to win the Travelers Championship. The victory only strengthened the case for Bradley to bring his clubs to Bethpage Black for the September matches against Europe. He moved to No. 9 in the standings. And he wound up beating Tommy Fleetwood, who scored the clinching point for Europe at Marco Simone two years ago. One shot behind Fleetwood going to the 18th hole, Bradley stuffed his approach to just under 6 feet below the hole. Fleetwood, looking like this might be the time he wins a PGA Tour title, came up some 50 feet short and took three putts for bogey and a 72. Bradley kept his feet planted when the putt dropped and shook his fist. New England's favorite son delivered a stunner at the TPC River Highlands, capping off the finish in oppressive heat with a 35-foot birdie putt on the 15th and the 6-footer at the end. It was crushing for Fleetwood, the 34-year-old from England who has built a reputable record around the world but is 0 for 84 in regular PGA Tour events. Russell Henley chipped in from across the 18th green for birdie and a 69 to join Fleetwood one shot behind. Henley called a one-shot penalty on himself in the second round when he saw his golf ball move the length of a dimple as he was playing a chip. Bradley finished at 15-under 265 and won $3.6 million for his first title in a signature event. He also won the BMW Championship, the second FedEx Cup playoff event, last August at Cherry Hills outside Denver. LPGA Tour and PGA of America FRISCO, Texas (AP) — Minjee Lee closed with a 2-over 74 but never gave up the lead in the final round of the KPMG Women's PGA Championship to win her third major title. While Lee had three bogeys in a four-hole stretch on the front nine, she had started the day with a four-stroke lead over Jeeno Thitikul. And the world's No. 2-ranked player, also in that final group, bogeyed both par 5s that are among the first three holes on Fields Ranch East at PGA Frisco. Lee, ranked 24th, finished at 4-under 284, three strokes ahead of Auston Kim and Chanettee Wannasaen, the only other players under par. Kim and Wannasaen both shot 68 to match the best rounds of the day, and the tournament, after only two 68s combined the first three rounds. With a record $12 million purse that was up from $10.4 million a year ago and matched the U.S. Women's Open for the most price money, Lee took home $1.8 million. That matches the $1.8 million Lee got for her four-stroke win in the 2022 U.S. Women's Open. The 29-year-old Australian who is a Texas resident, living in nearby Irving, got her 11th career win. It was her first this season, making it 16 players to win 16 LPGA tournaments this year. PGA Tour Champions AKRON, Ohio (AP) — Miguel Angel Jimenez won the Kaulig Companies Championship for his fourth PGA Tour Champions victory of the season, rallying to force a playoff and beating Steven Alker with a 20-foot birdie putt on the second extra hole. Two strokes down after playing partner Alker birdied the par-5 16th, Jimenez made a 10-foot birdie putt on the par-4 17th and an 18-footer on the par-4 18th. Tied for the lead entering the round at Firestone South, the 61-year-old Jimenez and 53-year-old Alker each shot 2-under 68 to finish at 10-under 270. Stewart Cink was third at 8 under after a 66. Jimenez won his third major title after taking the Regions Tradition and the Senior British Open — both in 2018 — and earned a spot next year in The Players Championship at the TPC Sawgrass. The Spanish star has 17 career victories on 50-and-over tour. The U.S. Senior Open begins Thursday at the Broadmoor in Colorado Springs, Colorado. Korn Ferry Tour WICHITA, Kan. (AP) — Myles Creighton of Canada won the Wichita Open a day after shooting an 11-under 59, closing with a 68 for a one-stroke victory over Emilio Gonzalez. Creighton won his second Korn Ferry Tour title, finishing at 17-under 263 at Crestview Country Club. On Saturday, he became the 15th player in tour history to shoot a sub-60 round and the second of the week. Gonzalez finished with a 66. Adrien Dumont de Chassart opened with a 59. He closed with a 65 to tie for fifth at 13 under. Other tours Casandra Alexandra made eagle on the last hole to close out a 10-under 62, giving the South African a two-shot victory in the Tipsport Czech Ladies Open on the Ladies European Tour. ... James Morrison won his first Challenge Tour title in more than 10 years when he closed with an even-par 70 and beat Max Kennedy with a par on the first playoff hole to win the Blot Play9 in France. ... Hibiki Iriya closed with an even-par 72 and sailed to a four-shot victory in the Nichirei Ladies on the Japan LPGA. ... Seunghui Ro rallied with a 6-under 66 and then defeated Dayeon Lee (72) with a birdie on the first playoff hole to win The Heaven Masters on the Korea LPGA. ... Melanie Green won the Island Resort Championship in Harris, Michigan, for her first Epson Tour title, closing with a 7-under 65 for a two-stroke victory over Kate Smith-Stroh. Green finished at 14-under 202 at Sweetgrass. ___ AP golf:

Yahoo

4 hours ago

• Yahoo

Keegan Bradley stuns Tommy Fleetwood to capture second Travelers win

The post Keegan Bradley stuns Tommy Fleetwood to capture second Travelers win appeared first on ClutchPoints. Keegan Bradley has won the Travelers Championship for the second time in his career, stunning Tommy Fleetwood. Just two years ago, the New England-born Bradley fired up the Connecticut crowd. On Sunday, the 2025 Ryder Cup captain did it again with a stunning win on the 72nd hole. Fleetwood roared to a three-stroke lead after a seven-under 63 on Saturday. But Fleetwood wobbled early in the final round, allowing Bradley and many other players to re-enter the competition. Bradley was far from perfect on Sunday, but was just one shot down entering the final hole. Advertisement Fleetwood and Bradley both found the fairway, and the Englishman went first. He changed his club before the shot, a classic sign of overthinking, and pushed it left. Bradley stepped up and hit the shot of the tournament, sticking his approach less than six feet from the pin. Fleetwood three-putted the 18th green, while Bradley jarred his birdie try for the win. Fleetwood remains winless in his PGA Tour career, finishing second in his 159th start on the Tour. He does have eight international wins, but has not solved North American soil yet. This is, however, a great bounce back from last week, when he missed the cut at the U.S Open. Bradley bogeyed the par-four 14th while Fleetwood made a par. That re-opened a three-shot difference between the two, which is how the day started. But two sloppy bogeys from Fleetwood paired with two great birdies from Bradley made the difference. Advertisement Both Fleetwood and Bradley will be main characters at the 2025 Ryder Cup at Bethpage Black. Bradley is the United States captain and could be the first playing captain since 1963. Fleetwood has been a European mainstay and is having a solid season despite this heartbreaking loss. Vermont's Keegan Bradley has won the Travelers Championship in Connecticut for the second time. Related: Stunning Tommy Fleetwood stat makes Travelers loss even worse Related: Tommy Fleetwood gets 100% real about being on verge of first PGA Tour win