Philips NV is using sponsorship to support its growing focus on health technology.

The Dutch electronics company is focusing on health-related products following a corporate restructuring in September 2014, around which it announced plans to spin off its lighting business into a separate company while combining its healthcare and consumer electronics divisions into a single entity.   

Philips now concentrates on technology products that span the healthcare continuum: diagnosis, treatment, recovery and homecare.

The company is using new and existing sponsorships to support its new focus. Philips in March sponsored the South by Southwest Interactive conference in Austin, Texas and plans to leverage existing partnerships in the Netherlands (Rijksmuseum, PSV Eindhoven, etc.), the U.S. (Philips Arena, etc.) and other markets to promote health technology.

Philips is using—or plans to use—the partnerships to promote both consumer and professional healthcare products.

“We have many health-related consumer products, and we’re bringing them underneath a strategy that recognizes the converging worlds of personal and professional healthcare and the consumerization of health,” said Ed Gala, Philips’ global head of events and sponsorships.

Philips leveraged its status as the official health technology sponsor of SXSW to promote products ranging from healthcare apps and pain relief therapy products to airfryers and other home products.

“We have different products and solutions across the personal and professional health space that help differentiate Philips, and that’s what we’re trying to emphasis through our various brand initiatives, including sponsorship.”

Philips plans to leverage existing ties to promote its new health focus. For example, the company plans to use the Rijksmuseum as a global platform to promote the link between art and healthy living.

“We’re looking at what we have and what we aspire to create in line with our brand positioning. That is now just beginning as we look to integrate a stronger focus on experiential marketing into our group brand communications.”

Philips’ lighting business recently leveraged the Rijksmusuem with the “Night Exposition,” a two-week program that featured portraits “painted” by light artist Eelco van den Berg. Philips used the exhibition to showcase its LED technology.