Winning the internal game: how sports organisations can elevate employee engagement with smarter communication

In this article, Ben Elder, Regional Vice President for EMEA at Simpplr, explores how AI-powered internal communication platforms are transforming the way sports organisations operate—enhancing collaboration, improving employee engagement, and driving long-term success both on and off the field.

In elite sports, success is built on precision, strategy and cohesion—both on and off the field. While athletes and coaches perfect their game plans, the operational strength of any sports organisation relies on its internal teams: HR, communications and operations. Despite the need for quick decisions and smooth collaboration, many organisations still use outdated communication systems that hinder efficiency and engagement.

Digital tools have reshaped many aspects of sports management, from performance analytics to fan engagement. Internal communication is evolving too, with  AI-powered platforms offering new ways to improve collaboration, productivity and  employee experience.

The power of unified communication

Sports organisations across EMEA are seeing results from modern internal communication strategies. The pandemic accelerated the transition to hybrid work models, increasing the demand for intuitive digital solutions to keep employees connected and informed. Just as their teams rely on seamless coordination, organisations need robust employee technology to perform at the top of their game.

US sports groups have been at the forefront of this shift, using AI-driven solutions to enhance employee engagement. Now, this trend is gaining momentum in EMEA, where organisations are updating their internal operations to create more dynamic, connected workplaces.

Sports organisations in EMEA have a huge opportunity to use AI-driven communication platforms to  align their teams more effectively with their business goals. A well-connected workforce is vital in an industry where quick decisions and teamwork are critical to success.

The competitive edge of smart internal communication

Leading organisations create workplace cultures that reflect the excellence seen on the field. Modern internal communication platforms help sports businesses improve employee productivity and experience in powerful ways. These include: 

AI-powered efficiency: In sport, marginal gains make all the difference. AI-driven communication tools ensure employees can find critical information quickly, saving time and simplifying work.

Example: Uber Freight uses AI tools within Simpplr to quickly streamline content creation and deliver contextual answers to its 5,000+ employees. By shaving time from tedious tasks, the company has created an easy-to-use central source of truth that drives 95% monthly engagement.

Real-time engagement insights: Just as teams analyse performance data, HR and communications professionals need actionable insights into employee sentiment and engagement. Predictive analytics help leaders understand workforce dynamics and make better decisions.

Security and compliance: With sensitive data from athlete contracts to proprietary strategies, sports organisations need enterprise-grade security and regulatory compliance to safeguard their operations.

Example: Peraton, a large government contractor in the US, relies on advanced governance and security features in Simpplr to keep highly sensitive data safe across more than 50 physical locations.

Localised support for a global industry: With employees spread across stadiums, training facilities, and headquarters worldwide, organisations need adaptable solutions for their specific needs.

Elevating employee experience for long-term success

Sports organisations know firsthand that culture affects performance. Engaged, informed staff create stronger operations, a cohesive brand identity, and better business results. The growing use  AI-powered internal communication solutions shows  that employee experience is not just an HR concern—it’s a strategic priority across industries.

Example: New hires at Nutanix are able to find accurate onboarding information 50% faster with Simpplr, leading to more efficient hiring and onboarding.

As more sports organisations in EMEA look develop their internal engagement strategies, they should focus on solutions that both improve efficiency and strengthen connections to their entire workforce. Those that invest in smarter communication today will succeed tomorrow—both in competition and in business.

Contact Ben Elder at ben.elder@simpplr.com to find out more about how Simpplr are using AI and technology to drive employee engagement and collaboration, and increasing organisational productivity across the sports world and beyond.