Admiral’s jersey sponsorship deal with the men’s Welsh rugby team was never about seeking a commercial return on investment but creating a sense of pride amongst staff, says its founder and former chief executive Henry Engelhardt.
The FTSE 100 car insurance to loans group, which employs 7,000 in South Wales, was the principal shirt sponsor with its branding of the front of the jersey between 2010 and 2017.
In his new book, Be a Better Boss, Chicago-born Mr Engelhardt said a deal with the Welsh Rugby Union was only struck after staff approved the move in a poll having been offered the alternative of each getting a small bonus.
