Local sponsoring: partnerships with mutual added value

As a family-owned company with regional roots, it is a matter of course for us to be involved in the area surrounding our location – where many of our employees live, raise their children and spend their free time. For us, this commitment is not a marketing measure, but an expression of responsibility in action and part of our corporate culture. 

Our aim is not to generate attention at any price, but to promote meaningful partnerships that have a lasting effect. “We see sponsorship not just as a marketing measure, but as an active contribution to the common good,” emphasizes Christine Huß, the Commercial Manager responsible for Human Resources at Kuhn Special Steel. 

For decades, our family-owned company has been supporting local associations and charitable organizations and activities: from numerous sports clubs and social organizations to the Rader citizens’ bus. Sometimes these are long-term, recurring commitments in the form of traditional sponsorship, sometimes smaller, selective contributions that we donate depending on the occasion and need. 

A good example of this type of commitment is our annual “Donations instead of gifts” campaign (see newsroom article), in which we ask our suppliers to make monetary donations rather than gifts at Christmas time. As a company, we top these up and distribute them alternately to schools and kindergartens in the region. 

The benefits of this support for the clubs and organizations as well as for society are obvious. Many sports and cultural clubs as well as social initiatives often struggle with tight budgets. Support from companies ensures the financing of equipment, training facilities, events and work with young talent. In many cases, cooperation with local companies ensures the survival of these clubs, especially in niche areas that receive less public and financial attention. 

In addition to the direct, economic component, the indirect effects that the employer-employee network can have in the non-profit environment and at club level should not be overlooked. Many employees get involved as trainers, coaches or club board members in their free time. It is not uncommon for long-term connections to be forged between club members and companies, which in turn establish and consolidate a monetary commitment. 

Conversely, an employer’s support of their club can also strengthen the employee’s identification with their own company and thus contribute to employee loyalty. “Of course, I’m involved in my club out of conviction and because I enjoy sport, and not because my employer sponsors the team,” says Florian Langfeld, Controller at Kuhn Special Steel. “But I’m really pleased that the Kuhn logo is on our shirts,” adds the volunteer coach of the A-youth team at SC 08 Radevormwald. 

“The bond that our employees build with our company as a sponsor of their club should not be underestimated,” emphasizes Christine Huß, who herself holds a board position at her local gymnastics club. This can also indirectly benefit companies, as employees with a positive attitude towards the company become a kind of brand ambassador in their clubs. In human resources, we know how important word of mouth is and so a positive conversation between club mates can possibly generate more interest in the company than a job advertisement. 

Whichever way you look at it: Sponsorship makes an important contribution to the location, because ultimately everyone benefits: clubs receive planning security, companies gain visibility and image and the burden on the municipality is lightened. And especially in regions where clubs are often the last bastion of public life, the commitment of local companies is particularly important. 

Sources:
SC 08 Radevormwald
Bürgerbus-Verein Radevormwald e.V.
TRIGERS Radevormwald e.V.