Corporate Sponsorship of Sporting Events

Research shows that companies who encourage and support their employees to participate in corporate team sports events can reap significant benefits for a very small outlay. Companies who value a "work-life balance" are able to increase employee satisfaction and retention.
Some of the invaluable benefits that a company can expect to receive from employee participation in corporate team sports events include:

• The participant's increased sense of satisfaction and loyalty with the company after having been supported in the event, and the corresponding valuable investment in the companies' biggest asset (ie its people)
• Increased health & fitness, and therefore increased work productivity
• Motivates individuals to seek out and establish new personal goals, which inevitably translates to the work environment
• The cultural and social exchange that takes place between employees from various parts of the business, encouraging cross-business unit relationship-building and a greater appreciation for colleagues in other parts of the business that people would otherwise not have an opportunity to interact with
• Expanding/formalising the corporate links for existing health & well-being programs
• Positioning of the company as a "people friendly" corporate
• Publicity and promotion of the companies' brand - this can be achieved in any major corporate teams sports event where large numbers of participants and spectators are in attendance. Sponsorship of corporate uniforms are necessary in order to achieve this benefit (see point below re the benefits of sponsorship corporate uniforms).

Tips for optimising a companies' investment in corporate team sports events:

• Invite all employees of the company to participate, don't just leave it for an elite group of individuals. Everyone should have the opportunity to participate if they wish. If you take this approach, it may be wise for the company to subsidise only 75-80% of the cost of entry fee and require that the employee pay for the remaining 20-25%. This will dissuade people from nominating who are not seriously interested.
• Identify a teams co-ordinator for all of the teams. This person acts as a team motivator and will assist company participants with training tips and also organise team training sessions.
• Have professional corporate uniforms manufactured. Companies typically sponsor 100% of the cost of corporate uniforms. With the amount of competition in the market, it is now possible to have lycra outfits in company colours manufactured for a relatively small outlay. There are several benefits related to this approach:
• Very cheap advertising - photographs and/or footage of participants will appear in various media, including newspapers, magazines and television
• Projects a very professional image on race day because all participants from the company are dressed consistently and are instantly recognisable. This is particularly important when people from various parts of the business are participating, and it is sometimes difficult in a large field to identify your team-mates.
• Opportunity to have a bit of fun and design an outfit that promotes one of the companies' business lines or products
• Employees will use the uniform for years after the event, whether in training or in competition, further enhancing the publicity-related benefits

For any other information please contact bryceg@totalsport.co.nz