Issue link: https://beckershealthcare.uberflip.com/i/576097
STRATEGY AND INNOVATION 34 Teaming Up: The Symbiotic Relationship Between Sports and Healthcare By Heather Punke T he roar of the crowd, the taste of a hotdog, the joy you feel when your favorite player scores a touchdown, home run or slam dunk — these are sensations millions of Americans have collected in their consciousnesses. And they're the same ones hospitals would love to be asso- ciated with. e slogan that hospitals are moving from "sick care" to "health care" is a common one these days. Hospitals are distanc- ing themselves from notions of illness, vulnerability and anxiety and buddying up with the most in-your-face demonstrations of fanatical energy, physical stamina and mental prowess. rough a range of partnerships, they are trying to ingrain their brands with popular American sports to reinforce their place in preven- tive health and wellness. Look to any major sports team and you'll find at least one healthcare partner. UCHealth and the NFL's Denver Broncos re- cently announced what they billed as a "major health partner- ship" that involves the Broncos naming their practice facility in Englewood, Colo., the UCHealth Training Center and health screenings for Broncos fans. On the other side of the country, HackensackUMC in New Jersey and the NFL's New York Giants have a growing, multi-fac- eted relationship that includes marketing, philanthropy, a med- ical partnership and a co-branded fitness and wellness center, among other opportunities. Down south, the official healthcare provider of the Houston Texans is Houston Methodist, which is also the naming rights sponsor for the Houston Methodist Training Center, the Texans' practice facility. And in the Midwest, the University of Kansas Hospital in Kansas City is three years into a 10-year partnership with the Kansas City Chiefs, making the hospital the official healthcare provider for the Chiefs and creating the University of Kansas