A Reflection on Resilience and Purpose
Photo credit: Associated Press
Five years ago tonight, the Jazz and Thunder sent their players back to the locker room, and we realized the decision to focus on the convergence Healthcare X Sports might mean the end of our company. Hospitals didn’t need traditional marketing, and the leagues were shutting down. I remember telling the team, "We have enough cash on hand to make it through the year. After that, we'll figure it out." By the weekend though, we had pivoted.
Crisis brought out the best in all of us. Hospital execs were courageous, the teams and players were very generous. Our team worked tirelessly to build new programs and bring together all the stakeholders. Before long, there were meal deliveries from Hawks concessionaires to Emory Healthcare Nurses, PPE donations and vaccine clinics at T-Mobile Park for Virginia Mason Franciscan Health, and player Zoom calls with frontline staff across the country.
Those survival tactics then led to a transformation in strategy as traditional roles of Advertiser/Property, or “Sponsor/Hero” had reversed between the partners, and together we leaned into fundraising, employee engagement, medical services, and community health. Before long, we were working together with the clinicians and physicians on safe return of players, games, and eventually, the fans.
Today, the power of programs like NFL Crucial Catch, NHL Hockey Fights Cancer, Healthcare Worker Appreciation Nights at games, and new programs supporting Stroke, Cardio and CPR training are a legacy from the pivot into community health programs that COVID inspired.
The evolution from focus on advertising and impressions to integrated community health has left a legacy, with new focus on “programmatic initiatives”
Player Health & Facilities: The Emory Healthcare & Falcons Sports & Research Center signifies the integration of sports and medical expertise.
Community Health: Kettering Health’s Crucial Catch Fund exemplifies dedication to vital health initiatives.
Fundraising: Hackensack Meridian’s TackleKidsCancer.org showcases the power of collaboration, raising over $25 million.
Employee Engagement: Providing thousands of tickets to healthcare workers significantly strengthened morale and attracted new workers
Corporate Partnerships: Healthcare and teams now coordinating with brands like Dasani, Aquafina, ShopRite and Safeway to raise funds and awareness for key health initiatives
Today, consumers, especially younger audiences, want to know the 'why’ behind brand partnerships. Trusted teams players and leagues have the power to influence fans to get their screenings, annual checkups and live healthier lives. COVID helped accelerate Healthcare X Sports partnerships evolution into more purposeful relationships, impacting health of the teams on the field - and the fans in the community.
— Jeff Sofka, Founder and CEO
