Synergy and Lane4 Join Forces With Aim To Elevate Employee Performance

Forty percent of senior sponsorship decision-makers are not using their sponsorship rights to make a strategic, long-term impact on employee performance according to research conducted by YouGov and commissioned by agencies Synergy and Lane4. Current research suggests that nearly 20 million employees in the UK are not effectively engaged. With employee performance leading directly to business performance, this represents significant lost and untapped value for sponsors. 

Synergy and Lane4 have engaged in a partnership aimed at helping major brands change this by using sponsorship to elevate their employee’s performance.  A range of modules have been developed with the aim of: communicating and aligning strategic vision and values, creating empowered leaders, developing inspiring coaches,  boosting sales performance, driving customer satisfaction,  improving retention and recruitment and increasing productivity and innovation.

Olympic gold medallist and co-founder of Lane4 Adrian Moorhouse 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 commented: “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.”