MM+M – CMI Media Group Plays to Win With Healthcare Sports Marketing Initiative

Sports presents a significant opportunity for healthcare marketers given the high volume of consumers who interact with it across multiple channels. This week we officially launched our Sports Marketing Center of Excellence, and as MM+M reports, it “will allow health brands to position their messaging at live sports events, sponsorships with athletes, teams and leagues as well as additional advertising opportunities.” CMI Media Group’s 2024/25 Media Vitals(TM) research shows that among patients and caregivers, 2 in 3 regularly engage with sports content, including TV, podcasts, magazines, or radio. Younger generations are even more likely to be diving into sports: 78% of Millennials and 73% of Gen Z regularly engage with sporting content.  Also, a high percentage of healthcare professionals (HCPs) have a strong affinity for sports with 72% stating they regularly follow at least one sport or league, presenting various opportunities to leverage this channel when HCPs are in their “white coats off” moments. In recent history, CMI has negotiated and partnered with major sports outlets including the NHL, NASCAR and The Pickleball Slam. This has led to pharma-first partnerships that have helped CMI’s clients to better engage with sports fans about their health.