The awards season is in full swing and Sony Entertainment Television Asia is leaving no stone unturned for its fifth Sports Personality of the Year Awards.
The event takes place on Saturday 4th February at the London Hilton Hotel, Park Lane. It prides itself on recognising and celebrating the substantial achievements of British Asian sporting talents from across the United Kingdom. As well as honouring professional British Asian sportspersons, the event has emerged as a unique institution for raising the profile of talented amateur and semi-professional South Asians involved in sport, who may not previously have received the recognition that their efforts have deserved.
The event was conceived following suggestions and comments from the channel�۪s viewers who expressed a concern over the lack of recognition Asian sportsmen and sportswomen were receiving in the UK. The lack of ethnic diversity in the sporting fraternity has been a hot topic of debate for decades with the Sony Entertainment Television Sports Personality of the Year Awards remaining a unique forum to praise unsung heroes within the sporting arena.
This year�۪s entertainment line up promises some spectacular performances from chart toppers Westlife, the legendary Alexander O�۪Neal, world renowned Maxi Priest, Indian Idol winner Abhijeet Sawant, young starlet Kiesha White and pop sensation Raghav. The ceremony will be hosted by leading actor and star of Bride & Prejudice and Charlie and the Chocolate Factory, Nitin Ganatra.
Rajan Singh, Executive Vice President of International Business for Sony Entertainment Television Asia stated: ��This year we are delighted to not only celebrate the fifth anniversary of the Sony Entertainment Television Sports Personality of the Year Awards, but more significantly pay homage to the increasing recognition of sporting talents amongst the UK and international Asian communities.’
Singh continues: ��The support we have received from the public and the sporting world in general has gone from strength to strength over the years – we are looking forward to what will undoubtedly again be a fantastic evening.�۪
This year�۪s Sony Entertainment Television Sports Personality of the Year Awards has seen hundreds of entrants. Thousands of the UK public are anticipated to cast their votes for their sporting favourites.
The Daily Telegraph is this year�۪s Media Partner for the event. Proceeds from the auction at the event will be donated to The Prince�۪s Trust, which is this year�۪s benefiting charity.