"Like Muligheter" nominated for ESA Awards for best campaign in equality, diversity and inclusion
The Norwegian Value Project «Equal Opportunities», started by NPG Sports & Communication, has been nominated for the award for best campaign in the gender equality, diversity and inclusion category under ESA Awards – Europe's most prestigious awards ceremony in sponsorship work.
Not just anyone is in the same final round, with competitors including international giants such as Paris Saint-Germain, Guinness, McDonald's, DHL and Smirnoff. The awards ceremony will take place in London on March 12, 2026, and is organised by the European Sponsorship Association.
"Like Muligheter" is nominated for the work they did together with Thon Hotels and Coop to ensure equal prize money for women and men during Ski World Championships Trondheim 2025The measure led to lasting changes, as the International Ski and Snowboard Federation (FIS) subsequently issued a guarantee of equal payment to athletes at all future World Championships.
Read more: NPG enters into collaboration with the Ski World Championships Trondheim 2025
Marianne Aasland
It is a bit absurd that a small project, which was initially run almost from the kitchen table at home in Nordstrand, is equated with the work of some of the biggest sponsors and brands in the world, such as McDonald's, DHL and Paris Saint-Germain.
– It is great fun to be nominated in this category, but the most important thing for us is to highlight what is possible to achieve in terms of lasting changes. There are many examples of ingrained structures in both sports and working life, where people think, "That's just the way it is, we can't do anything about this." But when socially conscious Norwegian business actors decide on something and come together, mountains can be moved, says Aasland.
– When World Cup manager Åge Skinstad, together with the rest of the Trondheim 2025 team, decided to introduce equal prize money for women and men, it was the contribution of Thon Hotels and Coop that helped get FIS on board. And with FIS came a promise of equal prize money in all future World Ski Championships. It means an incredible amount to both this generation and future generations of female athletes, says Aasland.
This is what ESA Awards writes about the category Equality, Diversity & Inclusion in Sponsorship:
"Best sponsorship showcasing awareness of and support for communities under-represented or subject to discrimination on the basis of an individual or group of individuals' protected characteristics."
The following are nominees
Asahi – “Rugby Like Never Before”, Cairn Community Games, DHL: Celebrating Pride & Inclusion at Mighty Hoopla and Milkshake Festival, Energia – Rugby For All, Guinness FanFair, McDonald's Fun Football – EDI Partnerships, Paris Saint-Germain x Deloitte : Femmes Capitales, The Smirnoff Stage at Electric Picnic and “Equal Opportunities” – Equal prize money in The World Ski Championship 2025.
The award will be presented on March 12, 2026.
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Please contact us at npg@npg.no or +47 23 23 41 00.
