Lane4 Sponsorship will look to focus on lessons learned from the asset itself to create bespoke programmes that drive corporate messages internally. The intention is to foster a heightened sense of team unity within the organisation and to motivate teams to higher levels of performance.
Established in 1995 by Olympic gold medal winning swimmer Adrian Moorhouse MBE and leading sport psychologist Professor Graham Jones, Lane4 works on internal performance with clients such as Coca-Cola, Honda, JP Morgan, Deutsche Bank, Sainsbury’s, Roche Pharmaceuticals, the Rugby Football Union and the England and Wales Cricket Board.
Moorhouse, managing director at Lane4, said: “The right sponsorship can be a powerful vehicle for projecting the right image of a brand to the outside world. However, our experience has shown that the development of internal programmes around the sponsorship can reap demonstrable rewards in terms of the motivation, performance and engagement of teams within the sponsoring company.”
Matt Rogan, head of commercial strategy at Lane4, added: “Sponsorship often tends to be seen as a purely consumer-focused activity, but multi-million dollar deals so often miss the point, internally.
"If managed correctly, an internal leverage programme should create a network of energised employees, not only providing some insight into, and learning from, an entirely different high-performance environment, but also creating a network of evangelists to spread the message to the consumer base.”
