Picture this. 

As your eyes sweep across a stadium, they settle on a logo. A type of logo that is commonplace in all major professional sports. A logo of a healthcare provider. Healthcare providers are one of the most common partners of professional sports teams. This is due to a couple of factors. The first one that might come to mind is the financial aspect, as healthcare systems profit significantly from these partnerships. However, the other more important factor is the transfer of trust associated between the two. Now, you might ask, what does that mean? Let me explain. 

Emotional Branding

One of the primary reasons fans trust products/services endorsed by their favorite sports teams is their emotional attachment to the team, a marketing concept known as Emotional Branding. Companies utilize a powerful emotion their consumers have and try to associate it with their product. Athletic Endorsement, another marketing tactic, works similarly. Fans trust athletes as they have an emotional attachment to them. In fact, on social media, If an athlete is endorsing a product, there is over a 100% increase in engagement compared to influencer marketing the product. This trend is only becoming increasingly popular, as over 40% of Gen Z follow an athlete on social media, the highest out of any generation. Healthcare systems again understand this and market their services accordingly. 

Integrated Brand Initiatives

Athletes like Bobby Wagner have a comic book that promotes stroke awareness. The Seahawks, Wagner’s former team, partnered with Virginia Mason Franciscan Health(VMFH), as they helped promote and release the comic. The comic is curated to ensure the integrated brand initiatives between VMFH and the Seahawks are cohesive. An integrated brand initiative, in layman’s terms, is ensuring that both parties have similar branding. This develops cohesiveness and creates a sense of authenticity. 

Community Outreach

One final tactic healthcare systems use when partnering with pro sports teams is community outreach events. The Cincinnati Bengals have fan CPR training days. Similarly, the Seattle Seahawks have free EKG testing, and they also have CPR training. Both of these events help develop a sense of community and comradery. Fans can connect with their teams on a personal level and have a positive experience with the Healthcare system. 

Conclusion

A common theme you might see is the importance of trust. Trust is important, but it is even more cardinal when it comes to potential life/death situations. Consumers want to go somewhere they can trust above all else when it comes to Healthcare, and the association between the sports teams they love helps ensure that trust. This is where the idea of Transfer of Trust is implemented. Fans trust their sports teams and their sports teams endorse hospitals, so fans tend to trust hospitals. Healthcare systems continue to pursue partnerships with sports teams due to their effectiveness, as sports is only one of the industries where fans have such a strong connection to the product. Next time you’re at a sports event, notice how healthcare branding is seamlessly integrated. From the logos on jerseys to stadium signage, the bond between healthcare and sports is a reminder of the profound trust they inspire in fans.