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As medical and pharmaceutical companies become bigger spenders within the sports landscape, teams will be asked to deliver additional assets and value. A simple answer for this? The stretcher.

Soccer teams and tournaments have already begun selling the stretcher as a branding piece. As the video demonstrates below (:47 mark), team/tournament representatives sold Coca-Cola on using the stretcher as a branding piece.

It is a little unclear as to why a company like Coca-Cola would want to brand the stretcher (does watching an injured person being carted off the field make consumers want to go buy a soft drink?), but it could be a serve as a valuable branding tool for a medical company/hospital who is looking to demonstrate their quality care for patients.