One of the first entrants for the award is adidas who have been entered on behalf of Hill and Knowlton for their highly effective David Beckham and Jonny Wilkinson campaign.
This PR activity was strategically launched in early October ahead of the Rugby World Cup and the England versus Turkey European Championships qualifying match.
The new category sets out to gain recognition for the importance of effective PR in the UK sports market.
Other categories at the Sport Industry Awards cover sport sponsorship, new media, publishing, advertising, kit design, community and entrepreneurial activities.
The gala dinner takes place on May 4, 2004 at the London Hilton on Park Lane.
The Sport Industry Awards, now in its third year, has launched a new category - Best Use of PR in a Sport Campaign.
