LIA announces the introduction of the Sports competition and sub-categories. This category will recognize creative executions that celebrate original and impactful work inspired by sport. It is about creativity that harnesses the power of sport and sportspeople to connect with audiences to drive both brand and cultural impact. Every jury member will judge all entries in person at Encore @ Wynn Las Vegas as LIA does not allow for offsite judging or pre-shortlisting.
Shannon Washington, Chief Creative Officer, Managing Partner of 11 Ounces, Brooklyn, said: “As inaugural Sports Jury President for LIA, I can speak for the jury in saying we’re looking for work that understands sport the way fans do — not as a marketing vehicle, but as one of the most human things we have left. Sport is the last place where everything is real — the stakes, the sweat, the heartbreak, the joy. If your work lives in that world, it deserves to be judged by people who understand what that means. That’s what we’re building at LIA.”
Associating with sports has raised visibility for many brands and fostered goodwill and loyalty with consumers. Fans tend to view those brands as partners rather than just advertisers trying to sell a product.
Even as far back as the 1970 FIFA World Cup, sports partnerships with sports personalities have scored big. Think back on the iconic moment when Pelé, already a two-time World Cup winner and hailed as the best player in the world, stopped the referee so that he could tie the shoelace of his Puma football cleats before the quarter final game between Brazil and Peru. That act by “The King of Football” (O Rei) helped established the brand as a major player.
Christina Shaw, VP – Awards, LIA commented: “As this is our first year holding Sports as a stand-alone creative category, we have curated a very strong jury led by Shannon Washington. Shannon has been instrumental in reshaping the telling of sports stories. This jury is also a force to be reckoned with. There is representation from agencies, sporting bodies and sports channels and platforms.”
The inaugural Sports Jury:
LIA 2026 Entry Kit here.
LIA website here.
