4.

Brand associations link a consumer’s memory to a brand. In health care, these associations are being created by many healthcare organizations by pairing the healthcare provider with sports teams. Baylor Scott & White and the Dallas Cowboys have joined forces in a 300,000-square-foot research and wellness campus called the Baylor Scott & White Sports Therapy & Research at the Star. Northwell Health Physician Partners (formerly North Shore-LIJ Medical Group) has joined with the New York Mets and also associated itself with the National Hockey League’s (NHL’s) New York Ranger’s. The NHL’s New York Islanders train at the new Northwell Health Ice Center. Columbia, Maryland-based Medstar is associated with the National Football League’s Baltimore Ravens and baseball’s Orioles.25