Internal marketing is a much debated subject in international economic literature, being the topic of many books, journals and conference proceedings; therefore it has become a strategic objective in the relationship marketing theory and practice. The term received in the last twenty years a vast number of definitions and this is the reason why our paper will present both a conceptual approach and a specific way in which internal marketing is applied in Romanian companies. The originality of the present research results from a non-financial approach of employees’ motivation by implementing sport activities in their daily work schedule. The main results of the research highlight the need of integrating sports in the company’s internal marketing programs with the aim of achieving employees’ satisfaction, trust and loyalty.

internal marketing, non-financial motivation, sport activities, relationship marketing