The NBA chose Kaiser Permanente as its first healthcare partner for health and wellness initiatives under a multi-year deal.
Kaiser Permanente will serve as the "Official Health Care Partner" of the NBA, WNBA, NBA D-League and USA Basketball. Kaiser Permanente caregivers will act as medical officers and consultants for the NBA's health and wellness programming across the league.
The Oakland-based health system previously had partnerships with the Golden State Warriors and Sacramento Kings, but this marks Kaiser Permanente's first-ever national partnership with a professional sports league, according to a Forbes report.
The NBA has been searching for a healthcare partner since launching its NBA FIT campaign in 2011. In the report, an executive for the NBA's global marketing partnerships indicated Kaiser Permanente was attractive because of its various lines of business encompassing "more than one business vertical."
"We couldn't have ended up with a better result. Kaiser Permanente is an absolute leader in the industry, and a company who as a leader in this industry will allow us to do so much more to improve the lives of our fans," said Emilio Collins, NBA's executive vice president of global marketing partnerships.
One component of the new relationship will be the annual NBA Health and Wellness Forum, where healthcare industry leaders and NBA representatives will meet to address health issues facing NBA players and fans. One of the partnership's first initiatives has already begun: NBA FIT Live Healthy Week runs through Jan. 29. For that, Kaiser Permanente and the NBA are utilizing social media to encourage fans to make a pledge toward healthier living.