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CMI Media Group plays to win with healthcare sports marketing initiative

CMI Media Group debuted its Sports Marketing Center of Excellence in a bid to support clients looking to engage with healthcare professionals and patients by way of athletics.

Jack O'Brien

July 16, 2024

12:18 pm

Credit: Getty Images / Marilyn Nieves

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CMI Media Group and Compas has its eyes on the prize when it comes to opportunities in healthcare-focused sports marketing.

The 2024 MM+M Agency 100 honoree debuted its Sports Marketing Center of Excellence on Monday in a bid to support clients looking to engage with healthcare professionals (HCP) and patients by way of athletics.

The Sports Marketing Center of Excellence 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 previously partnered its pharma clients with the likes of the National Hockey League, NASCAR and The Pickleball Slam. The announcement came less than two weeks before the 2024 Summer Olympics kick off in Paris.

The WPP agency’s center of excellence will be led by director of innovation Melanie Lysaght, group SVP of engagement strategy Kelly Morrison. The operation will be overseen by Mark Pappas, EVP of innovation, and Julie Hurvitz Aliaga, EVP of innovation, content and partnerships.

The agency justified the launch of this sports-focused endeavor based on internal research regarding the widespread engagement and interest in sports across various demographics and channels.

CMI’s 2024/25 Media Vitals report indicated that two-in-three patients and caregivers regularly interact with sports content like TV broadcasts of games, podcasts, radio or print publications.

This includes nearly 80% of millennials and almost three-fourths of Gen Zers. Importantly, 72% of HCPs reported that they regularly follow at least one sports league.

Additionally, a CMI report released last summer indicated that the growing interest in women’s sports coming out of the COVID-19 pandemic provides health brands with ample marketing opportunities.

However, the agency also stressed that the main differentiator will be the creative approach from brands engaging with fans.

“Research shows that sports aren’t the only thing on the average sports fan’s mind — they are thinking about their health, and they don’t put down their health concerns when they put on their fan jerseys,” Pappas said in a statement. “Engaging with them at sporting events has been extremely successful for our clients, so we are launching this COE to continue to deliver custom engagements that are a big win for healthcare marketers.”

To read a February 2025 article on why the Super Bowl isn’t a bigger moment for pharma marketing, click here.

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CMI Media Group plays to win with healthcare sports marketing initiative

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