Synergy & Lane4 Combine For Employee Research
Details of a new strategic partnership between Synergy and Lane4 have been announced after the two businesses commissioned YouGov research that revealed up to 40% of senior sponsorship decision-makers are not using their sponsorship rights to make a strategic, long-term impact on employee performance.
According to the agencies, current research suggests that nearly 20 million employees in the UK are not effectively engaged but sponsors can help improve employee engagement in their organisations.
The partnership will directly help major brands change this by using sponsorship to elevate their employee’s performance.
The offer includes a range of development modules designed to help brands use their sponsorship rights to elevate employee performance. The new programmes include:
- Communicating and aligning strategic vision and values
- Creating empowered leaders
- Developing inspiring coaches
- Boosting sales performance
- Driving customer satisfaction
- Improving retention and recruitment
- Increasing productivity and innovation
The new venture combines Synergy’s 30 years’ experience in sponsorship with Lane4’s 18 years’ expertise in human performance and performance psychology.
Olympic gold medallist and co-founder of Lane4 Adrian Moorhouse (pictured) commented: ‘Sponsorship organisations have an incredibly powerful tool at their fingertips in terms of engaging employees and improving performance, yet many employees in the UK are not effectively engaged and sponsors are failing to capitalise on it. Sport sponsorship in particular, can provide a mindset and language for thinking about change and performance as well as insights into how individuals and teams perform.’
‘I have seen some organisations leading the way in recent years in terms of taking the inspirational message of a sponsorship and making it meaningful for employees in their day to day roles. There are so many ways which the sponsorship assets can be used – from bringing alive the vision and values through to giving front line managers the tools and techniques used by athletes to help them perform under pressure.’
Alison Moor, managing director at Synergy Sponsorship added: ‘Lane4 and Synergy first collaborated with BMW’s London 2012 programme on a specific initiative to raise leadership performance through the dealer network and sell more cars. The project was one of the major successes in a complex sponsorship programme.’
‘Since that point we have been working together to create this range of modules that address the key performance drivers that will increase the return on investment. Our partnership with Lane4 is really powerful and it is exciting that we are continuing to evolve our offer and bring something new to drive value from sponsorship.’
