Lane4 in the News: Championing The Brand Through Sponsorship
It can span many years, it's ludicrously expensive and if it all goes wrong, the whole world is your witness, so why are more and more big name business brands sponsoring the Olympics? As the 2008 Games kick off in Beijing, B2B Marketing's Lucy Reiter explores what's in it for sponsors.
In the article, Lane4's Managing Director Adrian Moorhouse and Commercial Director Matt Rogan, give their perspectives on how brands can use sponsorship to develop staff and improve employee enagagement.
"Sponsoring an event like the Olympics shouldn't just encompass your external audience. It can be used to motivate and encourage your staff."
"It should be linked to your company's vision and communicated to staff so they can relate it to their daily working life." explains Matt Rogan.
Download the document below to read the article in its entirety.
2008-08-01