SBD/June 5, 2014/Marketing and Sponsorship

Cowboys, Forest Park Medical Center Enter Wide-Ranging Partnership

Cowboys cheerleaders will take part in community youth health programs
Dallas-based Forest Park Medical Center has “entered a partnership” with the Cowboys in a deal that “gives the hospital a slew of marketing and promotional rights surrounding” the team, according to Bill Hethcock of the DALLAS BUSINESS JOURNAL. As part of the deal, Forest Park will “gain marketing and promotional rights in the mobile marketing, digital signage, English and Spanish-language radio, TV and print categories.” The hospital will also “become a sponsor” of the Cowboys cheerleader and youth camps. Forest Park Chief Medical Officer Dr. Robert Wyatt said that the arrangement “calls for Cowboys’ players and cheerleaders to take part in community health programs to educate young people about healthy living.” He added that Forest Park physicians will “assist in explaining injury reports in Cowboys’ broadcasts.” Wyatt: “This is our first national sports marketing sponsorship. … It gives us a lot of opportunities to leverage off of each other in ways that are great for our community and for our businesses.” Financial terms of the deal were not disclosed (BIZJOURNALS.com, 6/3).
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