With $650 million in sponsorship spend across major U.S. sports leagues—including the NFL, NBA, MLB, NHL, MLS, NWSL, WNBA, and Power 5 college conferences—healthcare brands are making a substantial impact in the sponsorship space. A total of 683 brands are investing an average of $616,000 per deal. While traditional assets still play a key role, with 31% of the spend going toward signage and 29% allocated to property rights and media exposure, what’s most compelling is how healthcare brands are turning to sports to advance meaningful community causes.

Sponsorships with a Purpose

Healthcare sponsorships are uniquely positioned to do more than drive brand visibility, they foster trust, promote wellness, and build connections with fans on a human level. Across these leagues, 17% of healthcare deals include initiatives focused on health issues in the community, while 14% include support for youth-related causes. Additionally, 10% of healthcare sponsorships directly fund or support community events. These activations align naturally with healthcare brands’ missions and offer fans tangible, positive impacts tied to their favorite teams.

Real-World Examples of Community Impact

One standout example is the partnership between the Utah Mammoth Hockey Club—the NHL’s newest team—and the Huntsman Mental Health Institute. For every save made by the Mammoth, a donation is made toward mental health initiatives, creating a seamless connection between team performance and community support. Similarly, UC Irvine Health’s collaboration with the Anaheim Ducks includes the "I Fight For" video board messages, offering fans a moving and empowering moment during each game to honor loved ones who have battled against cancer. These partnerships resonate deeply, extending brand reach while reinforcing a shared commitment to care.

Why This Matters for Brand Marketers

For healthcare marketers, sports sponsorships present a unique opportunity to engage audiences beyond advertising. In an industry where trust and authenticity are paramount, community-focused activations build lasting emotional bonds with fans. Supporting causes like mental health, cancer awareness, and youth health initiatives not only enhances a brand’s reputation but also positions it as a leader in social responsibility. As sponsorship continues to evolve, healthcare brands that prioritize meaningful, community-first partnerships will stand out, and make a real difference.

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