SBD/September 13, 2013/Marketing and Sponsorship

MLS DC United Becomes Second Pro Team To Associate With Obamacare

DC United is the second pro sports franchise to join the Obamacare team
MLS DC United is teaming up with DC Health Link to "spread the word about coverage options" for the Affordable Care Act, which opens in three weeks, according to Jason Millman of POLITICO. Health Link "disclosed the plans in a Wednesday night board meeting." DC United is the "second professional sports franchise to join the Obamacare team, a week after Maryland’s health exchange announced plans" to partner with the Ravens. But unlike the Ravens, DC's exchange "will have a visible association with United." Health Link "plans to kick off the United partnership at an Oct. 4 home game" against the Fire. Partnership plans "include an on-field presence, a public address announcement and ... some tailgating at RFK Stadium" (POLITICO.com, 9/11). City officials said that they reached out to DC United "because its fan base largely falls within the 'young invincible' group that is vital to helping the Affordable Care Act succeed." In DC, Tom Howell Jr. cites data which shows that approximately two-thirds of the team’s fans are between the ages of 18 and 44, 26% are Hispanic and 22% are black, "making this an important avenue to reach uninsured/underinsured populations." DC Health Link will promote the plan "throughout October and use United players in promotional materials" (WASHINGTONTIMES.com, 9/12). Powell Tate Senior VP/Management Supervisor Emil Hill, whose team developed the marketing strategy, said, "We've been talking to the Washington Wizards, we reached out to the Redskins. (But those) are kind of costly" (BIZJOURNALS.com, 9/12).
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