Corporate Sport: The Role of Business in Supporting Sport and the Role of Sport in Supporting Company Values
Some 79% of businesspeople believe that sports have a positive impact on employee performance. And 42% of business owners and managers say they support exercise among their employees. Corporate sport today encompasses various aspects of business operations, including corporate communications and HR brand development, which shape and support company values and promote company loyalty. In-house sport still ensures a healthier and more productive workforce and, by building momentum toward a healthy lifestyle, reduces the strain on the healthcare system and can boost longevity. Sponsorship is also an important area for companies. At the federal, regional and local levels, it helps to nurture future champions and develop the infrastructure of individual regions and cities. In their regions of operation, companies that support sports facilities, programmes and events of all kinds play a crucial role in promoting public health and building a team spirit. Being able to “cheer for your team” is a crucial element of a sense of belonging to your city, region or country. What is the role of business in supporting the sports industry in the new era? Why do businesses and companies invest in sports programmes? What effects does this have? What are the prospects for corporate sports in the near future and how is this topic being addressed in companies?
Nikita Mazepin, Chairman of the Council, "We Act as One" Charitable Foundation; Chairman of the Industry Commission for the Development of the Sports Industry, Association of Managers
Irina Bakhtina, Sustainable Development Director, RUSAL
Dmitry Konyaev, General Director, URALCHEM
Tatyana Terentyeva, Deputy Director General for Human Resources, State Atomic Energy Corporation ROSATOM
Ksenia Shoygu, President, Russian Triathlon Federation; Leader of the League of Heroes Project