Innovation in Sponsorship Awards
Sponsored by:
Etix
The Innovation in Sponsorship Awards Program will recognize member fairs creating successful sponsorships in conjunction with their fair. The IAFE will share these sponsorship stories with our membership, allowing sponsorship professionals to learn from the successes of others.Purpose
The purpose of this awards program is to encourage IAFE fair members to share success stories in the world of sponsorships by entering the competition. The goal of the program is to:
1) Help sponsorship professionals learn from the success of others by providing access to these success stories with the IAFE membership. The sponsorship awards program entries will be shared in IAFE publications and the IAFE Resource Library.
2) Provide a competitive forum for members to showcase their sponsorship efforts.
All IAFE Member Fairs are invited to enter the IAFE Innovation in Sponsorship Awards Program, sponsored by Etix, which recognizes fairs demonstrating excellence in sponsorship activation, retention, and execution at their annual fair.
The IAFE reserves the right to publish entries in printed publications, on the website, social media USBs, and/or videos. All entries will become the property of the IAFE and will not be returned.
How to Enter
All entries must be submitted in digital format on www.iafecontest.com. Please read the following rules and the category submittal forms carefully for entry instructions.
Deadline: All entries must be uploaded by October 1, 2025 by 11:59p.m. CST.
Procedures: Visit www.iafecontest.com for detailed instructions.
Be sure to have the following 2 pieces of information before visiting the site:
1. E-mail Address (use to login or signup)
2. 2024 Fair Attendance
Fairs which participated in a previous contest program already have an account established with detailed login instructions. If you need assistance please contact Anna Wilson at annaw@fairsandexpos.com or 417-605-3582.
Guidelines
Divisions
(Based on 2024 reported Fair attendance)
Division 1: Fairs with an attendance of up to 100,000
Division 2: Fairs with an attendance of 100,001 - 250,000
Division 3: Fairs with an attendance of 250,001 - 500,000
Division 4: Fairs with an attendance of 500,001 - 1 million
Division 5: Fairs with an attendance over 1 million
If your fair changed divisions from 2024 contest, please let Anna Wilson know immediately at annaw@fairsandexpos.com so she can adjust your division so your entries are correctly entered.
Judging
Entries will be judged in October by a panel consisting of the Sponsorship Committee and others deemed qualified by the IAFE. Entries will be judged online using the criteria outlined with an evaluation scoring form. Entries in noncompliance with specific instructions and/or entries not meeting minimal standards will be reflected in judges’ final scores and placing or may be disqualified. The judges may move an entry from one category to another within the same contest. Entries will not be moved from one contest to another (i.e. Agriculture contest to Competitive Exhibits contest.)
Judging Criteria — Entries will be judged on the following criteria:
• Sponsorship promotion and execution (25 points)
• Sponsorship objective and planning (25 points)
• Sponsorship evaluation/outcome (25 points)
• Category specifics (10 points)
• Originality/Creativity (5 points)
• Photos/Videos (5 points)
• Overall assessment (5 points)
All categories will use the criteria specified under each category and will be scored by at least three judges using a 100-point scale. Rankings will be determined by score, and all ties will be broken by the judges and/or committee chair.
Judging Criteria Specifics:
1. Objective – In the planning stages of the sponsorship, what was the sponsorship campaign designed to achieve and who was your target market?
2. Promotion and Execution – How was the sponsorship campaign promoted (social media, mobile apps, advertising, etc.)? Include information about the mechanics and tools used to make the sponsorship successful.
3. Outcome and evaluation – Connect the results to the original objectives of the sponsorship, highlighting both measurable and qualitative impact. Share measurable outcomes, success stories, audience engagement, brand awareness, or industry influence that demonstrate the sponsorship's effectiveness. If the sponsorship is ongoing, provide insights on progress, key milestones, and any measurable or qualitative feedback received.
4. Originality/Creativity – Is your entry innovative, unique and deserving of recognition?
5. Category Specifics – Indicate why your entry is suitable for this category
Awards
DIVISION WINNERS: The highest scored entry in each division will become the Division Champion.
CATEGORY AWARDS: First place winners will receive a plaque; 2nd and 3rd place winners receive certificates available to download on the IAFE Contest Website.
CONVENTION: All qualified entries are invited to showcase their entry or entries at the Annual IAFE Convention in Denver. You do not need to have placed in the competition to participate. If you are unable to attend in person and wish to ship your entry, it must arrive at the IAFE Office no later than November 1. Please note that disqualified entries are not eligible for display.
Award presentation details available soon.
Sponsorship Innovation
DESCRIPTION: Fairs must demonstrate a distinct new method or unique approach to sponsorship activation, partnership, or initiative. This category is designed to show how a fair has stepped out of the box to create a unique sponsorship or perhaps given an existing sponsorship a new twist. Entries should include supporting material to meet the judging criteria outlined with special focus on why the entry is innovative.
Submission Rules
Judging Criteria Specifics:
1. Objective – In the planning stages of the sponsorship, what was the sponsorship campaign designed to achieve and who was your target market?
2. Promotion and Execution – How was the sponsorship campaign promoted (social media, mobile apps, advertising, etc.)? Include information about the mechanics and tools used to make the sponsorship successful.
3. Outcome and evaluation – Connect the results to the original objectives of the sponsorship, highlighting both measurable and qualitative impact. Share measurable outcomes, success stories, audience engagement, brand awareness, or industry influence that demonstrate the sponsorship's effectiveness. If the sponsorship is ongoing, provide insights on progress, key milestones, and any measurable or qualitative feedback received.
4. Originality/Creativity – Is your entry innovative, unique and deserving of recognition?
5. Category Specifics – Indicate why your entry is suitable for this category
First Time Sponsorship
DESCRIPTION: As its name suggests, this category is open to sponsorship activations that have executed sponsorship programs for the first time at the annual fair. Explain the methods you took to secure a new sponsor. Entries should include supporting material to meet the judging criteria outlined with special focus on how the sponsorship was developed and address any challenges/obstacles encountered and how they were handled in creating the sponsorship.
Submission Rules
Judging Criteria Specifics:
1. Objective – In the planning stages of the sponsorship, what was the sponsorship campaign designed to achieve and who was your target market?
2. Promotion and Execution – How was the sponsorship campaign promoted (social media, mobile apps, advertising, etc.)? Include information about the mechanics and tools used to make the sponsorship successful.
3. Outcome and evaluation – Connect the results to the original objectives of the sponsorship, highlighting both measurable and qualitative impact. Share measurable outcomes, success stories, audience engagement, brand awareness, or industry influence that demonstrate the sponsorship's effectiveness. If the sponsorship is ongoing, provide insights on progress, key milestones, and any measurable or qualitative feedback received.
4. Originality/Creativity – Is your entry innovative, unique and deserving of recognition?
5. Category Specifics – Indicate why your entry is suitable for this category
Sponsor Continuity
DESCRIPTION: In this category, sponsorship activations at the annual fair must have been in place for at least four years and have been renewed at least once. Entries should include supporting material to meet the judging criteria with special focus on: how has the sponsorship been developed and applied during the course of the relationship with the sponsor; what has been done to update/change the sponsorship since its inception; and measurable results or examples of how the sponsorship has been improved over time and how that aided in sponsorship retention.
Submission Rules
Judging Criteria Specifics:
1. Objective – In the planning stages of the sponsorship, what was the sponsorship campaign designed to achieve and who was your target market?
2. Promotion and Execution – How was the sponsorship campaign promoted (social media, mobile apps, advertising, etc.)? Include information about the mechanics and tools used to make the sponsorship successful.
3. Outcome and evaluation – Connect the results to the original objectives of the sponsorship, highlighting both measurable and qualitative impact. Share measurable outcomes, success stories, audience engagement, brand awareness, or industry influence that demonstrate the sponsorship's effectiveness. If the sponsorship is ongoing, provide insights on progress, key milestones, and any measurable or qualitative feedback received.
4. Originality/Creativity – Is your entry innovative, unique and deserving of recognition?
5. Category Specifics – Indicate why your entry is suitable for this category
Sponsor Exposure
Submission Rules
Judging Criteria —
Judging Criteria Specifics:
1. Objective – In the planning stages of the sponsorship, what was the sponsorship campaign designed to achieve and who was your target market?
2. Promotion and Execution – How was the sponsorship campaign promoted (social media, mobile apps, advertising, etc.)? Include information about the mechanics and tools used to make the sponsorship successful.
3. Outcome and evaluation – Connect the results to the original objectives of the sponsorship, highlighting both measurable and qualitative impact. Share measurable outcomes, success stories, audience engagement, brand awareness, or industry influence that demonstrate the sponsorship's effectiveness. If the sponsorship is ongoing, provide insights on progress, key milestones, and any measurable or qualitative feedback received.
4. Originality/Creativity – Is your entry innovative, unique and deserving of recognition?
5. Category Specifics – Indicate why your entry is suitable for this category
Community Impact
DESCRIPTION: How did your fair work with your community on a joint service project or give back to the community (i.e. Fair sponsoring a community event, fair partnering with an organization to produce a fair event, etc.) This can be an in kind, financial or both sponsorships given by your fair.
Submission Rules
Judging Criteria Specifics:
1. Objective – In the planning stages of the sponsorship, what was the sponsorship campaign designed to achieve and who was your target market?
2. Promotion and Execution – How was the sponsorship campaign promoted (social media, mobile apps, advertising, etc.)? Include information about the mechanics and tools used to make the sponsorship successful.
3. Outcome and evaluation – Connect the results to the original objectives of the sponsorship, highlighting both measurable and qualitative impact. Share measurable outcomes, success stories, audience engagement, brand awareness, or industry influence that demonstrate the sponsorship's effectiveness. If the sponsorship is ongoing, provide insights on progress, key milestones, and any measurable or qualitative feedback received.
4. Originality/Creativity – Is your entry innovative, unique and deserving of recognition?
5. Category Specifics – Indicate why your entry is suitable for this category
In-Kind/Trade Sponsor
DESCRIPTION: Showcase a sponsor who partnered with your fair by contributing in-kind contributions that were budget alleviating or provided a service to your fair that was impactful. Describe the sponsorship and how it impacted the overall fair operations.
Submission Rules
Judging Criteria Specifics:
1. Objective – In the planning stages of the sponsorship, what was the sponsorship campaign designed to achieve and who was your target market?
2. Promotion and Execution – How was the sponsorship campaign promoted (social media, mobile apps, advertising, etc.)? Include information about the mechanics and tools used to make the sponsorship successful.
3. Outcome and evaluation – Connect the results to the original objectives of the sponsorship, highlighting both measurable and qualitative impact. Share measurable outcomes, success stories, audience engagement, brand awareness, or industry influence that demonstrate the sponsorship's effectiveness. If the sponsorship is ongoing, provide insights on progress, key milestones, and any measurable or qualitative feedback received.
4. Originality/Creativity – Is your entry innovative, unique and deserving of recognition?
5. Category Specifics – Indicate why your entry is suitable for this category