Organisations such as Freshfields Bruckhaus Deringer, Lloyds TSB, Sainsbury's and Scottish Widows are using their status as sponsors of the 2012 Olympic and Paralympic Games to offer staff incentives and benefits aligned with the events.
They are giving employees the opportunity to attend an Olympics or Paralympics event. Law firm Freshfields, for example, will launch an online system in January where staff can register and have their name matched with an event in a random draw.
Freshfields has also held engagement exercises for its 1,700 staff, including: presentations by its three sponsored athletes, triathlete Hollie Avil, kayaker Tim Brabants and marathon runner Richard Whitehead; tours of the London 2012 sites and access to test events; and a chance to take part in a sitting volleyball tournament to promote the Paralympics.
Meanwhile, Sainsbury's staff can volunteer at the games.
Scottish Widows is sponsoring two Olympic ambassadors former athlete Roger Black and Sarah Storey, a multiple Paralympics gold medal winner and four 'golden hopefuls' for the 2012 games. Through its parent firm, Lloyds TSB, Scottish Widows' staff have the chance to carry the Olympic flame in the torch relay. Eligible staff have contributed to the community through fundraising or volunteering, said Stuart Green, Scottish Widows' senior brand manager.
Sponsors' staff can also apply for secondment at the London Olympic Games Organising Committee. Philippa Piper, London 2012 programme manager at Freshfields, said: "We are doing anything from normal venue contracts right through to helping with procurement of metal for the medals."
Read more about motivation strategies
