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Should Marketers Be Taking a Pass on Hard-hitting Sponsorships?

As a healthcare marketer, you wear many hats. One is “generate brand awareness.” How and where you choose to elevate your brand — including sponsorships — is a reflection of your organization, your audiences, a strategic analysis of pros and cons, and shifting societal perspectives. So when Children’s Health of Texas put its name on a high school football stadium, the sponsorship raised some eyebrows.

Football is a huge part of life in Texas. Having grown up there, I understand the proper construction of a three-day weekend: Friday is high school game day, Saturday is for college, and Sunday/Monday is pro-ball. Putting your brand name on a stadium is a marketer’s dream. I’ve had that dream, too.

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