Examing professional sport and healthcare partnerships

Project ID: 1535

Cube proposed by: Kathryn Heinze

Unit: Kinesiology

Cycle: MCubed 2.0

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About this project: 
Healthcare organizations in the U.S. are increasingly partnering with professional sports teams around marketing, philanthropy, and medical care. These partnerships may enable healthcare organizations to leverage the power of sport in building connections to their communities, and allow teams and leagues to demonstrate a commitment to the health of their players and fans. However, there is little empirical research on professional sport-healthcare alliances - and likely variation across partnerships in terms of motivations, structure, and outcomes. In this study, we investigate sport-healthcare partnerships and the relationship between partner motivations, partnership structure, and outcomes. We will collect both primary and secondary data on partnerships between teams in the major professional sport leagues in the U.S. and healthcare organizations, including interviews and a multi-stakeholder survey of members of the partner organizations and community members.