EFC nominated for ‘Sports Brand of the Year’ for record third year running and more

Johannesburg, South Africa – Following being crowned ‘Sport Brand of the Year’ the past two consecutive years, EFC, one of the world’s leading mixed martial arts (MMA) organisations, has once again been nominated for this prestigious award.

In February last year, EFC was voted Sport Brand of the Year for 2015 ahead of strong competition, winning this coveted award for the second consecutive year. EFC is the only brand that has ever won this award more than once.

November last year, the 2016 Discovery Sport Industry Awards finalists were announced, with EFC being shortlisted for three separate categories, including Sport Brand of the Year.

“These nominations are testament to the innovation EFC continues to bring to the sport and entertainment industries,” stated EFC President Cairo Howarth. “We are the reigning, defending, undisputed champions, and hope to win again tonight.”

The Discovery Sport Industry Awards recognise the greatest achievements across the entire business of sport, including the most outstanding and innovative work in marketing, PR, advertising, community investment and sponsorship, and is considered the most prestigious awards ceremony on the African continent.

The Official Shortlist for 2016 includes campaigns and brands from ten different sporting codes – including rugby, football, cricket, mixed martial arts, cycling, athletics, basketball and triathlon – as well as some of the world’s most renowned brands.

EFC has been nominated in the following three categories:

Sport Brand of the Year

Best Live Experience

Best Use of Digital Communications

Other shortlisted nominees include global brands such as Adidas, Nike and sporting powerhouses SuperSport, the NBA and the Proteas.

The Discovery Sport Industry Awards Gala Event will take place tonight at the Sandton Convention Centre. For more information, see

Follow EFC on Twitter for live updates from tonight’s Discovery Sports Awards Evening: @EFCWorldwide