I’m glad you asked. IBM describes it as:

“IBM Champions demonstrate both expertise in and extraordinary support and advocacy for IBM technology, communities, and solutions.

The IBM Champion program recognizes these innovative thought leaders in the technical community and rewards these contributions by amplifying their voice and increasing their sphere of influence. IBM Champions are enthusiasts and advocates: IT professionals, business leaders, developers, executives, educators, and influencers who support and mentor others to help them get the most out of IBM software, solutions, and services.”

Champions are the people who put in the extra effort to make a difference in the technical community around IBM products.  There are several areas of expertise that IBM recognizes champions:

Analytics
Cloud
Cloud Integration
Collaboration
Power Systems
Security
Storage
IBM Z

You can read more about it at the IBM Champion website and get more details about what they are and how to nominate someone for the recognition by watching this webcast from IBM.