There are many reasons why a business decides to sponsor a sportsperson or club, though traditionally it has been used as a vehicle to reach current or, perhaps more importantly, new customers. However, it has become increasingly evident that sports sponsorship can have an unexpectedly beneficial impact on a companies’ employees.
Employee Engagement
Irrespective of the level of sports club or individual a business decides to sponsor, companies’ can leverage their support to provide additional benefits to their employees. For example, having an athlete visit the company to meet and give a talk to staff, providing fresh motivation or insights into how to maintain a positive mindset, can provide a boost in employee morale.
Recruitment
Sponsorship can change the perception of a business from a faceless entity, to one that takes a direct interest in their local community. Through effective local sponsorship, the perception of the business can be transformed to potential new recruits. Current employees are also more likely to spread the positive impact your company is having, as they will feel a level of personal prestige, that will become known to potential employees.
Performance
Recent studies have shown that sponsorship can have a positive impact on employee performance, not only by helping employees better identify with the company but also driving an increase in commitment to the company. This could be as simple as salesperson being able to leverage his companies’ sponsorship to boost sales, through to an improved sense of brand loyalty translating into influencing customer perceptions both inside and outside of the business.
Health and Wellbeing
This is becoming an ever more important area for companies to focus upon, as employees become more aware of how important a healthy lifestyle, along with a good work life balance, is. Companies can directly impact this area through considered sponsorship, some firms opt to sponsor a local running race – encouraging staff to take part and even offering small prizes for winners in various categories.
If your business is considering adding sports sponsorship to your marketing strategy in 2022, get started on your journey with Sponsor Connect today.
