Lexar and Crucial, both consumer products by global technology brand Micron, are official technology partners to the World Rally Championship and provide innovative solutions to capture, store and transfer footage in the world’s toughest environments. The partnership creates a special brand differentiation for Lexar in a price-competitive market.

The award entry has been included in a brand new category, Most Effective Use Of A Tight Budget (under £100K) and will go up against the likes of campaigns such as Ray-Ban presents The Order of Never Hide, 20th Century Fox’s X-Men Days of Future Past takes over XFM, Caledonia Best & Sam Torrance – A Year of Golfing Heaven and more.

Wes Brewer, VP and General Manager of Lexar, said: “The WRC is one of the most exhilarating and visually stunning sporting spectacles in the world. Rallying is at the pinnacle of technology and allows us to showcase the high-performance capabilities of the latest Lexar products in the most demanding environments. We aim to use this partnership to increase awareness of our products globally and to position ourselves uniquely in the market place.”

Commenting of the nominations, UK Sponsorship Awards organiser Rosemary Sarginson said: “Given the high number of entries and the quality of so many campaigns, our expert panel of judges had a very tough time whittling them down to a series of category shortlists.  But looking at the end result, I’m confident that the shortlists provide a great showcase for the range of work being delivered by the UK sponsorship industry. I believe these shortlists are testament to the quality and effectiveness of the results-driven work that the UK excels at.”

The shortlisted and winning entries for this, the 21^st edition of the Awards, will be celebrated at a Gala Dinner on March 24th at the London Marriott, Grosvenor Square. The event will be hosted by Lord Michael Dobbs, member of the House of Lords and author of House Of Cards.

Browse the full Sponsorship Awards Roll of Honour here.