What engages employees in a changed sports partnership?

Employees need a dedicated invitation to explore a changed sports partnership, combining a clear explanation of the new experience with an activity that encourages participation. Pairing an animation with a simple game gives employees a way to discover the change rather than relying on external publicity alone.

Make the changed experience something to explore

Give employees an explanation of the changed partnership experience and an activity that invites them to participate. When Wimbledon was cancelled in 2020, the All England Lawn Tennis & Croquet Club (AELTC) and IBM devised The Greatest Championships, sharing iconic matches remastered and reimagined for modern fans. The Frameworks created supporting content to highlight the partnership's role in making that change possible. Alongside the wider campaign, The Frameworks produced a dedicated internal campaign for IBM employees, including an animation and a spot-the-difference-style game intended to build excitement about Wimbledon's new form. The practical lesson is to plan employee communication as a distinct part of partnership activity: explain what audiences will experience differently, then offer employees something to explore themselves. External campaign content need not be the only route into the story.

Sources: Match point: how The Frameworks created an integrated campaign for Wimbledon and IBM in two weeks

How The Frameworks helps

Engaging employees with partnership changes

Your employees need to understand what your changed sports partnership means for them and the business they work for. The Frameworks focuses on the partnership's relevance to employees, rather than treating public visibility as a reason for internal interest. Working with you, it draws on partnership records and participant motivations to identify what has changed, what the association now enables and how that connects to your brand's values. Those distinctions shape content specifically for your internal audience.

The Frameworks delivers an employee-focused content strategy, short-form films and employee activities that give the changed partnership a presence inside your organisation. It connects the explanation of the change with the human contribution behind the association, giving employees more than sponsorship news to absorb. You get internal communications with a clear purpose: helping employees understand the partnership's new direction, recognise its relevance and take part in it.

Let’s talk about your changed sports partnership 

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