BCR, Telekom Romania and Allianz-Tiriac are on the first three places in Top Companies from Romania involved in sport, through education and support for talents, according to Adrenallina Sports PR&more. On the following place are Azomures, CEZ Romania, Kaufland, MOL Romania, OMV Petrom, BRD, Carrefour, Coca-Cola.
In the internal communication field, the top companies involved in sports are Allianz-Tiriac Asigurari, BCR, CEZ Romania Continental Automotive, Kaufland, Profi Romania, Azomures, Carrefour.
The research was developed during November 2016-April 2017. The information was obtained from social media, CSR reports, press releases, websites and afterwards was validated by companies, which added more details.
The conclusion of Adrenallina shows that sport is still part of CSR campaigns, but it’s not communicated that much.
Over 100 companies were analyzed and it resulted that only a third have sport activities, thus the top of Adrenallina included 30 companies that talked about their involvement in sports, out of which 5 percent had a strategy for sports activity.
Moreover, out of the 100 companies, only 18 percent offer sponsorships for professional sportsmen or sports teams (clubs, associations, NGOs) and close to 15 companies out of the 30 that are actively involved in sports are associated to help a sports community.
“I am glad that Allianz-Tiriac is in this top alongside strong brands that invest into sports. This program is very important to us because it is a perfect match to one of the three pillars of our corporate social responsibility strategy: promoting sports, but also supporting children and investing into culture. These three pillars are part of a program, through which Allianz-Tiriac promotes authentic Romanian values and contributes to the development of the community we are part of. […] Allianz-Tiriac promotes a healthy lifestyle through sports. My colleagues involve in sport, attending sports events, as well as through campaigns,” says Ana-Maria Hera from Allianz Tiriac Asigurari.
“Sport is the direction where our CSR invests the most. We had over 2500 colleagues runners at International Marathon Brasov on May 21 from Romania, as well as from foreign countries. It was a difficult trace, but they made it. Telekom Romania supports the professional sport for 15 years, but we didn’t communicate it until the last seven years,” says Ionela Paunica of Telekom Romania.
“BCR is on the third place due to our marketing involvement in sports, as our CSR is focused on financial education. BCR switched the focus of sports involvment from tennis to other sports activities, such as cycling, running and triathlon, helping more people, ” says Cornelia Plesoianu from BCR.
Adrenallina, Sports PR & more is the first PR & sport communication agency from Romania. It is part of Adrenallina Media.