Infosys is all set to enhance its brand image, not only with clients but also with its employees, by partnering with international tournaments, such as the French Open and the Australian Open.
The IT services company, which has been struggling with attrition for some time now, especially at the junior levels, sees these tournaments as the ideal opportunity to exhibit its technological expertise to its clients visiting the event. It has invited several C-suite executives of its clients across Europe to the tournament to discuss various issues and happenings in the IT services sector.
Not very long ago, Infosys had agreed to a three-year long collaboration with Roland Garros (the French Open), to supply technology solutions and services for the tennis tournament. It has already been providing services to the Australian Open.
This collaboration with sports events will also help the Company improve its engagement with its workforce. In line with this goal, the Company had organised a graffiti contest for its employees during the Australian Open.
Infosys is not the only company to rely on sporting events for client and employee engagement. Tata Consultancy Service (TCS), which is the main sponsor of the New York City Marathon, has also been organising global marathon events to build its brand image in primary client locations.
Similarly,Tech Mahindra was the official IT services provider for the FIFA World Cup in 2010 and 2014.