New Year seems to bring more and more announcements of people going on
dryathons with a month off the evil drink. This enforced self-discipline
is usually to fight off the excesses of the Christmas period while
doing their bit for charity. This trend now appears to have lead to a
groundswell of corporates looking at how they can align their brands
with fitness and demonstrate corporate social responsibility when
looking at events for their teams, rather than holding straightforward
As outlined by John Reynolds in The Drum, Carphone
Warehouse is this year expected to ditch its Carphone Warehouse Ball,
and in its place, the company is encouraging its staff to sign up to a
100km two-day endurance walk, which it is to sponsor for the first time.
Trowell, CSR Lead at Carphone Warehouse, said: “We are seeing less
enthusiasm for traditional networking events centered on alcohol as
people choose health over hangovers. The discipline and training
required in the lead up to this event benefit the employee long after
they cross the finish line and you can really get to know someone over a
For Carphone Warehouse, sponsoring the event,
which was organised by James Cracknell’s Threshold Sports and named
‘Race to the Stones’, ticks all the boxes. “In a single event we can
achieve multiple CSR objectives around meaningful employee engagement,
health and well-being, carbon reduction by encouraging employees to walk
or run to work as part of the training and supporting our charity
partner Get Connected,” said Trowell.
The company is also
inviting its suppliers and agency partners along too, with the belief
that it is easier to strike a deal away from the fug of music and booze.
our side, we have been delighted to be involved with the JP Morgan
Challenge for the last five years, where over 13,000 people take part in
5km and 10km races. We’ve been equally pleased to have supported the
Deloitte Ride Across Britain from John O’Groats to Land’s End.
feeling of being part of a team with a mutual good cause and the
self-sacrifice that it has entailed for all is tangible, as participants
and organisers gather for these events.
Equally, once the tired
feet have been dragged or pedalled across the finishing line and the
hard work and sober lifestyle has paid off, it’s time of course to toast
the success. So as the world gets sober and fit this year, make sure
you have the drinks ready to celebrate.
We are proud to have
supported the Scottish Hospitality for the last eight years and our
fixed offices in Edinburgh have now been open for over a year. The year
ahead, with the Commonwealth Games and the Ryder Cup, is one where the
world’s eyes will be on Scotland and we are sure that the
professionalism of its events companies and the friendliness of its
people will shine through.
We look forward to helping through
this challenging but extremely exciting period to continue to build the
burgeoning reputation of Scotland as an amazing events destination.
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