Trainual, a provider of business documentation and employee onboarding software, has finalized a two-year sponsorship agreement with the Phoenix Suns and Mercury, designating Trainual as their official onboarding partner. This marks a novel marketing category for the teams, enhancing their partnership landscape.
As part of the agreement, Trainual will enjoy courtside signage and augmented reality logo projections during locally broadcasted Suns games, amplifying their visibility among fans and viewers. Furthermore, the Suns and Mercury will utilize Trainual’s platform for new employee orientation and compliance training, aiming to improve the onboarding experience within their organizations.
The financial specifics of this partnership were not disclosed, as both parties opted for privacy in their negotiations. Established in 2018 and headquartered in Tempe, Arizona, Trainual caters to almost 10,000 businesses with its software-as-a-service platform. Jonathan Ronzio, co-founder and CMO/CRO, indicated that sports could be a burgeoning sector for the company, citing Ironman as another significant client.
Chris Ronzio elaborated on the importance of training in high-touch service businesses, particularly in sports, where customer experience is paramount. He noted that while sports attract a lot of young talent, it also experiences higher employee turnover compared to other fields.
In a celebratory gesture for their new partnership, Suns/Mercury CEO Josh Bartelstein and EVP & CRO Dan Costello will engage in a discussion with Chris Ronzio during Trainual’s two-day Playbook conference. Additionally, Trainual organized a VIP party at Mat Ishbia’s Player 15 headquarters and will host a Wednesday afterparty at the Mercury’s training facility.
Looking ahead, Costello expressed optimism about expanding the use of Trainual’s platform beyond onboarding. He envisions its application in documenting and sharing best practices for major events, such as the All-Star weekend, which Phoenix has hosted for the WNBA in 2024 and will do so for the NBA in 2027. “We’re starting with onboarding. It’s the entry point to our organization,” he said, emphasizing the potential for the software to enhance consistency across various organizational functions.
This partnership symbolizes a strategic advancement for Trainual as it looks to capitalize on the sports sector, potentially evolving the way organizations within this space approach training and employee development. The collaborative spirit between Trainual, the Suns, and the Mercury may serve as a model for integrating technology in team operations, underlining a promising future for both entities.
In a broader context, as technology increasingly interweaves with professional environments, endeavors like this could foster improved workplace cultures and more effective onboarding processes across various industries.