The National Basketball Association (NBA) team, Atlanta Hawks have announced that they have renewed a partnership with the digital health company that helps people manage their health, Sharecare.
The new multi-year extension expands the effect that the two Atlanta brands can have in their collective objective of increasing community well across positive behavioural change.
Sharecare and the Hawks initiated the Sharecare Movement, a multi-platform project that seeks to make Atlanta one of the healthiest societies and Georgia one of the safest states in the country, prior to the 2017-18 season as part of the NBA’s Jersey Patch pilot programme. Across the joint effort, Sharecare has functioned as the presenting partner for a number of high-profile, community-focused events, such as the Forever 404 Honors programme, the True to the Dream Honors programme, the Atlanta Hawks Sharecare Scrimmage, the Hawks Fast Break 5K, and the Sharecare Heartbeat Festival, which included a city-wide 3v3 tournament.
During the Covid-19 pandemic, the Hawks Foundation supported Sharecare’s ‘Shots for Heroes’ campaign. This initiative offered immunity-boosting juice shots to local health professionals and first responders fighting Covid-19 from the frontlines in Atlanta.
State Farm Arena, the Hawks’ home arena, was the first in the nation to be named as Sharecare Health Security verified which helped to solve the essential ought to create credibility with enthusiasts and live event attendees, in addition to players, entertainers, and workers in the age of Covid-19 and beyond.
Atlanta Hawks Executive Vice President and Chief Revenue Officer, Andrew Saltzman, said, “Our partnership with Sharecare has transcended even our high expectations, and we are beyond excited to not only extend but enhance our relationship in the years to come. Sharecare’s commitment to impacting the community through innovation and healthcare along with their authentic passion for the city of Atlanta allowed us to create unique and special programs that reached thousands throughout the city.”
Sharecare’s heart branding and platform achieved greater exposure and recognition across local and national broadcasts, distinctive social content on Hawks channels, noticeable in-arena assets, and the Hawks sudden increase from rebuilding team to 2021 Eastern Conference finalist. Since the first year of the alliance, Sharecare’s social engagements have increased by over 615%, QI’s social media value has increased by 759%, and TV exposure hits have increased by 329%.
Dawn Whaley, President and Chief Marketing Officer at Sharecare, commented, “We were honored to be the inaugural Jersey Patch Partner of the Atlanta Hawks back in 2017-18 when the NBA first debuted this powerful brand opportunity to be part of the literal fabric of the team, and it has been the cornerstone of our marketing for the past five years. As we look beyond the 2022-23 season and the conclusion of our patch partnership, we are excited to leverage our innovative collaboration with the Hawks to continue to positively impact well-being across the communities in which all Atlantans work, live, and play.”