Like other savvy industries, the healthcare category has embraced US major pro sports as a prime marketing arena, with more than 750 brands buying sponsorships or media across the five pro leagues. 

Invisalign scores the top spot with 13 sponsorships, including partnerships with the Golden State Warriors and Dallas Cowboys. Moderna follows closely with 11 deals—the New York Mets and Boston Celtics among them. American Medical Response takes third with 10 partnerships, sponsoring high-profile clubs like the Miami Dolphins and San Diego Padres. Notably, no single healthcare brand partners with a team across all five major pro leagues, but 13 brands—including Moderna, Kaiser Permanente, and Dignity Health––sponsor at least one team in four of the leagues.

MLB leads the leagues in healthcare partnerships, with over 300 brands purchasing sponsorships and media. Teams average five sponsorships each, while 26% partner with three or four brands, and 23% have two or fewer sponsorships.

Interior signage—included in 71% of partnerships—ranks first on the list of most bought assets. Popular signage activations include digital ads on videoboards, ribbon board digital ads, and mid-level inner bowl digital billboards. Event content and activations follow, with entertainment- and event-related sponsored content and branded take-home items for fans featured in 52% of deals. TV-visible rotating assets round out the top three: 40% of partnerships include activations like backstop rotating banner ads, lower bowl digital ads, and courtside apron digital ads. Across all sponsorship and media assets, in-game TV ads are the #1 emerging marketing asset for healthcare brands over the last year.