The NBA is working with Headspace to emphasize the importance of mental health and relaxation.
Injuries happen all the time in sports, they are an unfortunate side effect of physical competition. Every league has its own rules and regulations regarding injuries to benefit everyone involved. Historically, the focus of rehabilitation has been with physical injuries, but the NBA is starting something new by focusing more on mental health.
The NBA is partnering with the phone app Headspace to give employees throughout the league access to a meditation and relaxation tool. In addition, the app will have signage across multiple NBA platforms. Headspace is a subscription-based app that offers meditation programs and it has been downloaded worldwide.
Adding to the NBA giving access to all its employees, Headspace will receive a boost in marketing with the added signage and possible endorsements from teams or players. The NBA is seen as the youngest and most responsive league, and this should resonate with their audience.
Some teams have already been taking part in team meditation, now they can use this app to streamline it. This deal also opens the door for campaigns for both the NBA and Headspace and possibly some CSR efforts.
1. The trend continues for the NBA and its teams to partner with phone apps. We have multiple teams with apps as jersey sponsors and now we have the league as a whole endorsing an app. The times are changing.
2. Sponsorships are more effective when it is a tangible product you can demonstrate. Here, players and the NBA will be able to use the product and endorse it to make the message clear and effective.
3. With the added emphasis on mental health in recent years, this partnership will create a positive public image for both sides.
4. The goal of this partnership is to help mental health in the community and to increase subsriptions for Headspace. The latter has visible KPIs so Headspace will be able to measure this partnership's effectiveness.
4. Think about how your brand or team can form a sponsorship that is demonstrative, helping the community, and/or easily measured like this one.
Below are some images showing what the app looks like.
Written by: James Campbell
James Campbell is currently in his Senior year at the University of Michigan. In May of 2018, he will receive his BA degree in Sport Management. Throughout his time at Michigan, he has worked with Detroit City FC, MiLife Sport & Social Club, and USA Hockey. - @Jimmy10Campbell