Trainual, a software provider specializing in business documentation and employee onboarding, has secured a two-year sponsorship agreement with the Phoenix Suns and Mercury. This partnership establishes Trainual as the official onboarding partner for both teams, marking a novel marketing category for them.
As part of this collaboration, Trainual will benefit from promotional opportunities including courtside signage and augmented reality logo projections during broadcasts of locally televised Suns games. Additionally, Trainual’s platform will be utilized for new employee orientation and compliance training for the Suns and Mercury organizations.
The financial specifics of this arrangement were not disclosed, as both parties conducted the negotiations in-house. Trainual, which was founded in 2018 and is based in Tempe, Arizona, currently supports nearly 10,000 companies with its software-as-a-service solution. The company is looking to leverage the sports sector for growth, with existing clients like Ironman.
Chris Ronzio, co-founder and CEO of Trainual, emphasized the importance of training in the sports industry, stating that “the businesses that need training the most are, first of all, high-touch service businesses. Sports is all about customer experience, and so training is crucial.” He noted that the sports sector, which attracts a lot of young talent, experiences higher turnover rates compared to other industries, making effective onboarding even more critical.
To celebrate this newfound partnership, events have been organized, including a fireside chat featuring Suns/Mercury CEO Josh Bartelstein and other executives discussing strategic uses of trainual’s platform at Trainual’s Playbook conference. There are also social events scheduled to enhance engagement between team members and Trainual.
Furthermore, Dan Costello, EVP & CRO, expressed optimism about expanding the use of Trainual’s platform beyond onboarding. He highlighted its potential for documenting best practices for large events such as the All-Star weekend, scheduled for Phoenix in 2027, stating that while onboarding is the current focus, the software is expected to play a broader role in ensuring consistency across various operations within the organization.
This partnership not only enhances employee onboarding experiences for the Suns and Mercury but could also lead to improved operational efficiencies, making sports events more successful and memorable for fans and participants alike. The collaboration underscores the increasing intersection of technology and sports, a promising development for both fields.
In summary, Trainual’s sponsorship with the Phoenix Suns and Mercury marks an innovative movement in sports marketing, and the potential for greater implementation within the organization offers exciting opportunities for enhanced training and operational consistency.