PRIME Seven has kicked in to be a new media partner for the Bendigo Advertiser Sports Star of the Year award.
Now in its 50th year, Sports Star is proudly sponsored by Bendigo Bank.
General manager of the Bendigo Advertiser, Margot Falconer said Prime's support would play a big part in the awards 50-year celebrations.
"To have Prime Seven on board as a media partner is wonderful news," Falconer said.
"Sports Star is Australia's longest running sports award of its kind in a regional centre.
"It's an achievement we are extremely proud of."
Manager for Prime Seven in Bendigo, Chris Tuohey said the network was honoured to be involved with Sports Star.
"For us it's about giving back to the community. Prime Seven has been in Bendigo for 22 years now and had great support from the community."
Sports Star recognises outstanding achievements in a wide range of sports.
Those in the running for 2014-15 are lawn bowler Nathan Wilson, February; Bendigo Spirit basketball club, March; and judo player Bryan Jolly, April.
Yearly winners include netball champion Sharelle McMahon, basketball star Kristi Harrower, world champion yachtsman Glenn Ashby, sculling ace Hannah Every-Hall, AFL player Joel Selwood, and world track cycling champion Glenn O'Shea.
The presentation of the 50th Bendigo Advertiser-Prime Seven Sports Star of the Year award will be held on February 27.
The awards encompass monthly winners, the Maxine Crouch Trust Fund, Cyril Michelsen Trust Fund, Faith Leech inspirational award, Hall of Fame, and Sports Focus Administrator of the Year.