This article was originally published in the Brand Finance NFL 32 2025 report.
Chief Marketing and
Communications Officer,
Mass General Brigham
Why does Mass General Brigham collaborate with the New England Patriots?
As one of the leading healthcare brands in the world, aligning with one of the leading sports brands in the world helps to share that Boston story of excellence to our local, national, and global communities.
Both our brands are interwoven into the fabric of New England. Both organizations share a passion for the people here – we share a mission to be a supportive, positive part of our communities’ everyday lives.
How do Mass General Brigham and the Patriots collaborate beyond what you might see in a simple sponsorship?
The history between Mass General Brigham and the New England Patriots dates back to the beginning of the franchise in the 1960s. We’ve long been a part of caring for and keeping healthy the players and staff who make up our hometown NFL team. Our sponsorship with the Patriots builds and grows this already deep, authentic clinical relationship into an exciting, meaningful brand partnership.
The Patriots games show the world impressive feats by incredible athletes. This brand sponsorship gives us the chance to also showcase world-renowned Boston physicians and medical feats. At the games and during the broadcasts, we gain a platform to feature key health topics or the latest innovations in medicine. We want our patients in the U.S. and globally to know that at Mass General Brigham they’re cared for by the same doctors who take care of the best professional athletes in the world.
What do you see as a downstream benefit of the partnership for MGB?
The love of football unites us, in America and globally – what we’ve found is that in those moments, when fans are with their friends and families, enjoying the game – we can reach them with engaging health information vital to community health and wellness.
We talk sports medicine and performance enhancement, but we also use our sponsorship to tackle topics like mental health, cancer screenings, childhood wellness, heart health, and more.
Our patients and prospective patients typically find us when they have a health question or are facing something difficult. But there’s a much larger set of people who aren’t actively thinking about or looking after their health, so through this sponsorship, we reach them. The very real likelihood that someone gets the care and support they need after seeing our brand and our message during a game is what it’s all about.
Far more than a logo on a sign, this relationship between the Patriots and Mass General Brigham is deeply rooted in a mission to reach, engage with, and support the people who make this community the best place to be, with the best hospitals and the best NFL team, in the world.
