Hawke's Bay Rugby Union board member and former Magpie Simon Tremain has described Kevin Atkinson as "a god of Hawke's Bay sport."

Others, including Saturday night's Hawke's Bay Sports Awards function MC, sports journalist Phil Gifford, described him as a "saviour of Hawke's Bay sport".

The descriptions of the IMS Payroll managing director, a major sponsor of a variety of Hawke's Bay sports for more than 30 years, were appropriate at an awards where he was officially recognised for his generous support at the Taradale Pettigrew-Green Arena-hosted function attended by 450 people. After receiving a framed Come on the Bay shirt signed by a variety of organisations Mr Atkinson supported from Hawks basketball captain Paora Winitana, the businessman said the recognition was unexpected.

He said his company had enjoyed being involved with the success of Hawke's Bay sports teams. A Hawke's Bay Rugby Union board member for the past 16 years, Mr Atkinson, who as financial director has seen the union record a profit for each of those years, is predicting the Magpies to return from the August 30 Ranfurly Shield challenge against Counties-Manukau in Pukekohe with the Log o' Wood.

Among the organisations to sign congratulatory messages on his shirt were Hawks basketball, the Hawke's Bay Rugby Union, the Hastings Rugby and Sports Club, Badminton Hawke's Bay, Hawke's Bay United soccer, Sport Hawke's Bay, the Hastings West Ross Shield team and the Paora Winitana-Paul Henare Basketball Academy.

"You're the shortest guy I know but we all look up to you mate," Mr Winitana quipped.

Mr Atkinson owned the Hawks franchise for four years in the early 1990s and IMS Payroll has been a significant financial sponsor since 1990.

One highlight of the night's auction, a fundraiser for the Lowe Corporation Rescue Helicopter, was Napier's Wayne Zaloum winning bid of $1500 for a rugby ball signed by All Black captain Richie McCaw.