EXCLUSIVE: Standard Life engages staff with GB basketball sponsorship

Standard Life is using its sponsorship of the British men’s, women’s and wheelchair basketball teams as the focus for a staff motivation and engagement programme in the lead-up to the London 2012 Olympic and Paralympic games.

Laura Laidlaw, sponsorship manager at Standard Life, said: “We felt it was important to hook the sponsorship in with the Olympics. It is motivational and engaging for staff to go alongside the players in their journey.”

Standard Life’s campaign will begin in April, when basketball players will visit its four UK offices to meet staff and share inspirational stories. It will continue with a communications programme in the run-up to the Olympics, with basketball players’ images and stories decorating its offices. Hoops and soft balls for employees to play with will also be provided.

Laidlaw added: “We are basketball-ising Standard Life to drive motivation and engagement. It is being linked in with the business results and performance through images of players scoring baskets and slam-dunking.”

The firm has negotiated a discount for staff to attend two test matches between the Great Britain (GB) women’s team and Canada in Edinburgh in June. On release of the London Olympics Games Organising Committee’s schedule in April, Standard Life will organise onsite events and screenings to coincide with the basketball dates.

Read more about benefits linked to Olympics