November 9, 2026
Welcome to The Monthly Muse, where we unpack celebrity and influencer engagement in healthcare. Each month, we explore the news and trends breaking through — and share our musings on what they mean for healthcare companies, brands and communities.
The Shift
Sports partnerships are often evaluated through familiar metrics: reach, impressions, brand visibility and social engagement. While these measures are important, the inaugural Hoops for Healing fundraising dinner (where I serve as a committee member) proved that the influence of sports can extend far beyond stats.
Hoops for Healing brought together Duncan Robinson, star forward for the Detroit Pistons, The Robinson Family Foundation and members of the sports and local community in support of mental health, heart health and physical health services.
What stood out was not simply the presence of a well-known athlete, but rather the event’s collaborative and participatory spirit. Members of the sports community engaged with attendees to show their support for this initiative while local supporters contributed their time and resources.
During the event, Duncan shared that he considered everyone in attendance part of his “caravan,” and intended to bring us along on his personal and professional journey. His words instantly created a sense of closeness in the room — and resonated with me as a sports fan, a healthcare communicator and a health advocate.
The Musing
I can’t help but wonder: Are effective sports partnerships less about positioning an athlete as a spokesperson and more about empowering them to serve as a convener, advocate and catalyst for action?
The answer is a definitive yes! A logo on a jersey may generate awareness, but a purpose-led partnership creates impact.
The Takeaways
For healthcare companies considering sports partnerships, the question should not only be, “How can we reach sports fans?” It should also be, “How can we help create something useful for the communities that sports bring together?” Here are some considerations:
Move From Awareness to Action
A successful sports partnership should give audiences a clear next step from the outset, rather than treating it as an afterthought. That might include donating, volunteering, learning more, speaking with a healthcare professional or finding local services.
These partnerships can come to life in numerous ways. Across major league game days, we’ve seen healthcare brands transform stadium concourses and tailgate areas into active health hubs — offering mobile blood pressure screening and heart health education where fans gather.
I’ve also experienced the power of these partnerships through my own work. To drive education about the importance of carrying Narcan® Nasal Spray, a medication used to reverse opioid overdoses, our team launched an integrated campaign featuring an NFL Hall of Fame legend that included high-energy activations at college campuses across the country.
Give Communities a Leading Role
Local communities should be more than an audience for a sports partnership. They should help identify the need, shape the solution and determine what success looks like.
Community organizations often understand barriers to care better than anyone, including transportation, affordability, awareness and trust. Incorporating these voices into planning can make an initiative more relevant, credible and sustainable.
Design for What Comes Next
The most valuable partnerships lay the foundation for continued engagement. Follow-up might include sharing results, highlighting community partners, providing year-round resources or developing future programming. A clear plan for continuity helps demonstrate that the partnership is rooted in long-term commitment rather than a single moment of visibility.
The takeaway is clear: The most powerful sports and healthcare partnerships do more than put a message in front of an audience. They turn attention into participation and shared enthusiasm into tangible support.
To explore how purpose-led sports partnerships can elevate your health communications, connect with the Muse team at GCI Health.
By Elisia Canna, Managing Director, Head of Muse, GCI Health’s Celebrity & Influencer Offering. Elisia operates at the intersection of healthcare and authentic storytelling, leveraging the unique health journeys and personal expressions of prominent celebrities and cultural icons to connect and inspire.