Trainual, a provider of business documentation and employee onboarding software, has entered into a two-year sponsorship agreement with the Phoenix Suns and Mercury, officially becoming their onboarding partner. This partnership marks a new marketing category for the teams. As part of the collaboration, Trainual will enjoy visibility through courtside signage and augmented reality logo projections during locally aired Suns games. The Suns and Mercury plan to utilize Trainual’s platform primarily for new employee onboarding and compliance training.
The financial details of the agreement have not been disclosed, but it highlights Trainual’s growing presence in the sports sector, alongside other clients like Ironman. Co-founder and CMO/CRO Jonathan Ronzio emphasized the importance of training in high-touch service businesses, such as sports, where customer experience is paramount. His brother, Chris Ronzio, co-founder and CEO, pointed out the higher turnover often seen in sports organizations, making effective onboarding particularly critical.
To commemorate the partnership, a fireside chat featuring Suns/Mercury CEO Josh Bartelstein and EVP & CRO Dan Costello will occur with Chris Ronzio during Trainual’s two-day Playbook conference. Additionally, Trainual hosted a VIP gathering at Player 15 headquarters and will have an afterparty at the Mercury’s training facility.
Costello also sees potential for Trainual’s platform to expand beyond onboarding to document and share best practices for major events like the All-Star weekend, which Phoenix is set to host in the coming years. He stated that while onboarding is the initial focus, they hope the software will influence various aspects of their organization to ensure consistency.
This partnership not only highlights Trainual’s strategic expansion into the sports industry but also underlines the growing recognition of the importance of effective onboarding processes in enhancing employee retention and performance. The collaboration could serve as a model for other organizations aiming to improve their training and onboarding practices in high-turnover environments.