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The Marketing Excellence Award honors football organizations that set new standards in topics like marketing, communication, brand management, and fan engagement.
From outstanding marketing campaigns to innovative content strategies and immersive fan experiences, this award celebrates excellence in connecting football with its audience in outstanding ways.
We are delighted to reveal the shortlists for the FBIN Marketing Excellence Awards 2026!
The six Award Categories
- Creative Content & Communication: The award for innovative and unique content and communication formats and strategies that engage audiences.
- Best Fan Experience Case: Recognizing outstanding initiatives that deliver memorable fan experiences both digitally and in person.
- Outstanding Marketing Campaign: Honoring an impactful (online, offline or hybrid) marketing campaign that has achieved exceptional brand awareness and engagement and lead to commercial success.
- Best Fan Engagement Initiative: Recognizes creative and effective strategies that strengthen the relationship between clubs and their fans.
- Best Rebranding: For a successful rebrand that transforms the identity of a club, league or association while maintaining authenticity.
- Best Tool or Service: Honors tools or services that have a big impact on the work of the wider marketing teams in football.
The six Jury Members
Following a thorough evaluation of all submissions, the jury has selected the top three nominees in each category. The jury consists of:
- Asger Munkholm, munkholm strategy studio
- Doris Sassen, KNVB Expertise
- Jaime Dominguez, Ballketing
- Martin Šrámek, LFA
- Simon Meehan
- Steve Feekins, FIF
The Nominees
Creative Content & Communication
- AC Sparta Praha
Sparta x adidas x Footshop: The Terral in the City - CAF
AFCON Content Campaign - Como 1907
The Zeta Como Project
Best Fan Experience Case
- AC Sparta Praha
Sparta TV & Digital: From Matchday to Everyday - F.C. Famalicão
Gamifying the Fan Journey through UGC and Digital Interactivity - FC Porto
President of Presidents Shirt
Outstanding Marketing Campaign
- AC Sparta Praha
Kouzlo derby: When a Football Club Becomes Culture - CAF
AFCON Diaspora Tour - Samsunspor
Samsunspor’s Blue Jersey
Best Fan Engagement Initiative
- FC Baník Ostrava
Design pobočky - FK Teplice
Open Stínadla – Opening a Football Club to its Community - Samsunspor FC
Drawn by Children, Worn with Pride
Best Rebranding
- ARIS Limassol FC
95 Years of ARIS Limassol FC - Uzbekistan PFL
UZPFL goes Digital - VfB Stuttgart
VfB Stuttgart Rebranding
Best Tool or Service
- Arenametrix
Arenametrix – League projects - Blocksport
AI-driven Digital Experience Platform - Stats Perform
Opta Pulse: Real-Time Video Content Creation at Scale
Congratulations to all shortlisted nominees! The winners will be announced on 25 March, during the Welcome Evening prior the FBIN Marketing Excellence Summit in Prague.
