Kicking Off Coverage: MetroPlusHealth x NYCFC
When New Yorkers gather, whether in the boroughs or at the stadium, community pride shines through. MetroPlusHealth tapped into that spirit with a powerful partnership with the New York City Football Club (NYCFC)—an initiative designed to elevate brand awareness and connect directly with the city’s diverse communities.
My Role
Working alongside our talented Brand Experiential Team and leading ad agencies, I helped guide the strategy and development of this partnership. My role was to ensure that the activation not only elevated brand visibility but also translated into meaningful B2C enrollment growth.
Together, we:
- Integrated brand strategy into sports culture: Aligning MetroPlusHealth’s mission with the loyalty and energy of NYCFC fans.
- Directed creative partnerships: Collaborating with agencies to design activations that felt authentic to the game-day experience.
- Connected awareness to action: Building pathways from in-stadium experiences to plan enrollment—bridging passion with practical benefits.
The Impact
The MetroPlusHealth x NYCFC partnership didn’t just put our brand on the field—it brought us into the lives of thousands of fans. By tying our messaging to the excitement of the sport and the loyalty of its supporters, we successfully:
- Increased brand visibility across New York’s five boroughs.
- Strengthened community trust by showing up where our members live, work, and play.
- Drove new enrollments into flagship plans like MetroPlusHealth Gold, Essential Plan, and Medicaid Managed Care.
The result: a winning play for both the brand and the city it serves.
Video: Watch the campaign in action
