Who Were the Winners at the Inaugural Hashtag Sports Awards Presented by Budweiser?

Excellence in fan engagement by brands, agencies, publishers and sports properties was recognized

Former HQ Trivia host Scott Rogowsky was the event’s front man Kelly Tunney

The inaugural Hashtag Sports Awards Presented by Budweiser were handed out at the TimesCenter in New York Tuesday night, kicking off the fourth annual Hashtag Sports Conference.

The awards honor excellence in fan engagement by brands, agencies, publishers and sports properties across over 30 categories.

Former HQ Trivia host Scott Rogowsky was the event’s front man, and the winners were selected by the newly established Engagement Academy of Sports & Entertainment, which Hashtag Sports described as “a prestigious group of CMOs (chief marketing officers), executives, athletes and other engagement experts from across the global sports media and marketing ecosystem.”

Hashtag Sports co-founder Steve Cobb said in a release revealing the winners, “This year’s winners really captured what effective fan engagement is all about. The level of creativity and innovation in the winning work certainly raises the bar for next year, and we’re excited to see how the industry evolves to better serve fans and consumers.”

The brands and properties winners were:

  • Best Integrated Campaign: This Is Our Ice (Minnesota Wild and ICF Next)
  • Best Multiplatform Campaign: Purple Reign (Minnesota Timberwolves)
  • Best Social Media Campaign: Lifetime Tattoo Ticket (Hertha BSC)
  • Breakthrough Sports Ad of the Year: Who is Kevin Love? (Banana Republic and R/GA)
  • Best Athlete Storytelling: Snow Pack—Exclusive Footage: Shaun White’s Horrific Crash (Yahoo Sports)
  • Best Branded Content or Series: SAP GM School (Momentum Worldwide)
  • Best Fan-Generated Content: Believing in Miracles (Minnesota Vikings)
  • Best Original Content or Programming: #NBATwitteris… (Twitter)
  • Best Real-Time Engagement: Farewell Jersey (beIN SPORTS USA and MLY&R Miami)
  • Best Website or Mobile Experience: Bleacher Report (Bleacher Report)
  • Outstanding Use of Facebook: CFL Game Time (Canadian Football League)
  • Outstanding Use of Instagram: NFL Throwback (National Football League)
  • Outstanding Use of Snapchat: NFL Highlights—Snapchat Discovery Story (NFL)
  • Outstanding Use of Twitter: The Metro by T-Mobile Purple Couch (Lagardère Plus)
  • Best Engagement Through Esports and Gaming: IEM Katowice 2019 (ESL)
  • Best Use of Culture, Music or Entertainment: 2 Chainz X LeBron James “Rap or Go to the League” (Def Jam Records)
  • Best Activation to Reach Young Fans: NBA TikTok: #AllStarTalent Challenge (National Basketball Association)
  • Best Connected Experience: HEED Pulls. You. In. (HEED)
  • Best Engagement Through a Live Event: All-Star Access: A Front-Row Seat to All-Star Week (MLB Network)
  • Best Event-Based Activation: Rival Hug (FIFA)
  • Best Use of Immersive Media: SAP Battles from the Bench (Momentum Worldwide)
  • Best Use of Technology: American Express Super Rally (Momentum Worldwide)
  • Best Engagement for Good: Hockey’s Declaration of Principles (The Vault and National Hockey League)
  • Most Creative Partnership With an Athlete or Influencer: Who is Kevin Love? (Banana Republic and R/GA)
  • Most Creative Partnership Without an Athlete: #TheDebut—Live High School Basketball Games on Twitter (Twitter, Gatorade and Intersport)

And the athletes and creators winners were:

  • Best Female Athlete on Social Media: Charlotte Flair
  • Best Male Athlete on Social Media: JuJu Smith-Schuster
  • Best Creator: The F2
  • Best Athlete Show or Series: Tom vs. Time
  • Best Sports Podcast: The Pat McAfee Show 2.0
  • Best Parody or Comedy Account: Bob Menery
  • Best Streamer: Ninja
  • Social Highlight Star: Katelyn Ohashi
  • Most GIF-Worthy: Gritty
  • Best Engagement for Change: Colin Kaepernick
  • Best Engagement for Good: LeBron James
david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.