Peroni and Ferrari Triumph Over UD Las Palmas, Turismo de Gran Canaria, and Norwich City at the 2024 Sport Business Awards
A bittersweet defeat. UD Las Palmas, Turismo de Gran Canaria, and Norwich City fell short against the powerful partnership of Peroni Nastro Azzurro and Ferrari in the category of *International Sports Sponsorship of the Year* at the 2024 Sport Business Awards, held today in London.
The Canarian club was represented at the event by its General Manager, Patricio Viñayo, and Head of International Expansion, Carlota Aparici, who attended alongside Paula Schlueter from Turismo Gran Canaria, as well as Norwich City FC executives Sam Jeffery, Ed Turnham, and Kieran Olds, among others.
The prestigious Sport Business Awards recognize the outstanding efforts of sports entities, agencies, and sponsors at both the UK national and international levels.
Norwich City received two accolades for its work in raising awareness of mental health issues and for an innovative sports project.
The ceremony, hosted in an exclusive venue in central London, brought together representatives from sports clubs, companies, charities, and industry leaders to celebrate the best projects across various categories.
UD Las Palmas was nominated in the category of *Best International Sports Sponsorship* for its partnership with Turismo Gran Canaria and Norwich City FC. However, Peroni Nastro Azzurro and Ferrari prevailed over the Gran Canaria-Norwich collaboration as well as other high-profile nominees, including Spotify/FC Barcelona, FIFA/Unilever, Qatar Airways/PSG, XERO, and Amul/ITW.
The participation of the Canarian club in this event underscores its commitment to growth, professionalization, and international expansion, reaffirmed by its recognition among Europe’s leading sports organizations.
Paula Schlueter, representing Turismo Gran Canaria, highlighted "the importance of these events in positioning the island as an attractive destination and a benchmark for collaboration between sports and cultural promotion."
The joint presence of UD Las Palmas and Norwich City FC also strengthened the ties between the two institutions and their shared commitment to continued collaboration.