Sponsorship is increasingly being used to tackle human resource problems and is no longer used solely for marketing and public relations, a new report has revealed.
The 470-page report, Driving Business Through Sport, highlighted a number of cases where sponsorship was used to tackle tasks as diverse as recruitment, internal communication, motivation, product knowledge training and safety promotion.
Simon Rines, who wrote the report, said: "Companies are increasingly realising that the excitement and passions that sport can arouse to influence consumers and to convey an external image can equally be used to influence employees. The days when sponsorship was regarded as the exclusive preserve of marketing departments are gone."
By Ben Willmott