Mischief has won a Sport Industry Award for their ‘Trash Your Tevez Shirt’ campaign for Betfair.

The agency triumphed in the Best Use of PR in a Sport Campaign category, and collected the award last night at a star-studded ceremony in London.

The Sports Industry Awards recognises and rewards sporting achievement on and off the pitch, and among those presenting awards last night were Michael Johnson, Denise Lewis, Amy Williams and Tessa Jowell.

Mischief’s Betfair campaign ran ahead of the Manchester derby in October last year, which gave United and City fans the chance to trash their Carlos Tevez shirts in exchange for brand new ones.

A ‘Recycling Tevez’ skip was positioned outside Old Trafford to help fans vent their frustrations over the Argentine.

The story featured in the Daily Mail, Daily Express, Daily Telegraph, Daily Star, Metro and on Sky Sports news, and a YouTube video received 73,000 views in less than 24 hours.