May 12, 2026
Now in its second year, the PRWeek Sports Conference is where sports, media and marketing intersect. With a robust lineup of all-star panels featuring premier athletes (think women’s basketball GOAT and New York’s own Breanna Stewart), as well as brand leaders and communications professionals, the conference dives deep into topics like sponsorships, fan engagement and public relations strategies to help promote and grow sports as a business.
Three key conference themes caught my attention. Here are my key takeaways along with the implications for healthcare communicators:
Authenticity, authenticity, authenticity
Did I mention authenticity? It was the day’s defining theme. Across brand, team and athlete partnerships, all panelists agreed: alignment is everything. Connections must feel natural and credible to consumers and fans – otherwise, a partnership risks being dismissed as a cash grab.
How can healthcare communicators take action?
- For branded work, spokespeople must have first-hand experience with a treatment or device to credibly speak to its benefit. Foundational to authenticity is transparency. While unbranded work allows for more flexibility, authenticity is still important. It’s essential to prioritize spokespeople who have a personal connection to a medical condition or have a strong family or community tie. These narratives are the ones that break through with clarity for patient and caregiver audiences.
- Consider your spokesperson as “a whole human” – a mom, dad, aunt, uncle, friend, pet owner – to solidify an authentic tie. Look beyond the surface of their celebrity or athlete status.
Co-creation and integration drive success
Fandom is at an all-time high – just look at ticket sales, which are rising across the board. But to truly tap into that energy, brands need to embrace co-creation with their partners – whether it’s a league or athlete. Don’t enter partnerships with a fixed idea of success – be open to new ideas and your partner’s POV. That’s how to create a meaningful relationship that sparks real engagement and lasting resonance with your audience.
How can healthcare communicators take action?
- Know exactly who your target audience is and brainstorm engagement ideas with your brand partner. Leverage your partner’s fandom insights and demographics and proactively seek out ways to embed your brand into fan rituals.
What did the experts say?
“You don’t want just a media buy. You want a partnership that engages the fans and is part of a tight-knit community.” – Victoria Keichinger, VP, Head of Marketing, Century 21 Real Estate on the company’s Major League Soccer partnership
A strong brief is a game changer
No partnership or event should begin without a brief. Whether defining key stakeholders and engagement strategies or shaping narratives for stakeholders and the broader public, a strong brief underpins everything that follows. This principle, highlighted in the “Inside the Huddle: Navigating a Complex Multi-Stakeholder Environment for Super Bowl LX” case study, echoed across multiple panels throughout the day.
How can healthcare communicators take action?
- Start with an owned brief and then refine it (and refine it again) with your partners so that everyone has skin in the game. Use the brief to keep storytelling consistent across all parties. You’ll know it’s working when media and unofficial voices start echoing your message.
What did the experts say?
“World class process equals world class outcomes.” – Katie Hill, SVP of Communications, NFL
GCI Health’s MUSE, an integrated celebrity and influencer practice, builds powerful sports partnerships for healthcare clients. For more information, contact: christina.fuschetto@gcihealth.com
By Christina Fuschetto, Group Senior Vice President, GCI Health