Internal employee engagement and the culture building effect of sponsorships, are often overlooked or under-exploited by brands. Sponsorships offer a way of reaching out, engaging your employee base and building your employee value proposition like no other channel.
Employees are the front line in talking to clients, so it is critical they are enthused and aligned with what the business is trying to achieve.
For example Dixons Carphone, winners of the Best Use of Employee Engagement in Sponsorship award in 2019, put employee health and wellbeing at the top of their company objectives. Through a sponsorship of Race to the Stones, a UK based Ultra trail marathon, the company was able to deliver against multiple employee engagement opportunities, to become recognised as Britain’s Healthiest Workplace. Over 1,000 employees have been immersed into the sponsorship, driving an engaged and healthy employee mindset.
Sponsorships can be used to help drive an engaged employee set
If this has piqued your interest, why not read other entries in our Power of Sponsorship series?