We are joined by Nina Takenouchi from Cedars-Sinai Medical Center, our first guest in sports partnerships on the brand side.  Nina takes us through Cedars-Sinai's various partnerships with the Los Angeles Rams, Los Angeles Clippers, and Angel City Football Club and the objectives these partnerships achieve for Cedars-Sinai including brand recognition and community initiative. Next, we discuss how important it is for Cedars-Sinai to look at other hospitals and medical centers active in the sports landscape and how they are activating with teams. Lastly, Nina talks about the unique opportunity brands get through sports partnerships by tapping into teams' fan bases and the emotional connectivity that comes with sports fandom.