The Definition of Workplace Culture: Work culture is the environment created by the concepts established and embraced by the firm and the employees alike. Working culture involves the principles and ideologies associated with the business, company or firm itself, and on the employee side, working culture is thought processes, attitudes and beliefs of the workers.
A champion helps exhibit the company culture and helps employees to understand the why (mission, brand promise, unique selling proposition), the what (job roles and responsibilities), and the how (the behaviors and conduct expected from each individual contributor.) They also demonstrate that they are working toward the same desired outcome.
For more information read Why Does Your Company Need a Champion?