Florida Hospital is taking an “all for one, one for all” approach around its partnership with Daytona International Speedway.

Demonstrating the ongoing evolution of the healthcare industry and its impact on sponsorship, the hospital chain plans to pass through sponsorship benefits to strategic partners in the medical field.

Potential partners include both B2B and B2C companies ranging from medical device manufacturers to health technology companies.

Florida Hospital will use the sponsorship to tell the story of how it helps consumers prevent and manage disease over a lifetime.  

“Healthcare is very much partnership oriented. There is a lot of technology in healthcare, and it almost demands that we tell the story with our partners,” said Daryl Tol, CEO of Florida Hospital’s east region.

The sponsorship strategy is unique because pass-through rights are typically the domain of the retail category, not hospitals.

“We view Florida Hospital as a retailer in a way. We gave them the flexibility to bring their partners to us,” said Sean Belgrade, vice president of marketing with the Daytona International Speedway.

Florida Hospital secured the pass-through rights as part of its 2014 partnership with the speedway’s $400 million “Daytona Rising” redevelopment project. As a founding partner, the hospital gains branding on one of five entrances and real estate in an adjacent 20,000 square-foot “neighborhood.”

The strategic partners will help enhance the on-site experience through product displays and experiential marketing programs under the Florida Hospital banner

“The partners can provide interactive experiences and technology that is interesting to race fans and consumers,” said Tol, noting that companies that provide interactive displays will not pay a fee to participate in the program.

Strategic partners also receive hospitality and media exposure.

Florida Health plans to secure five to ten partners for the program, said Tol.

“We’re down the road with conversations, and we anticipate that it won’t be too long before we have commitments.”

The Daytona Rising project is slated for competition by 2016.

Florida Hospital has retained Aquarius Sports and Entertainment to manage the Daytona International Speedway relationship. The agency is helping the hospital identify potential partners and negotiate deals.

Outside of motorsports, Florida Hospital sponsors a handful of pro sports teams across its central Florida footprint including the NBA Orlando Magic; NFL Tampa Bay Buccaneers and the NHL Tampa Bay Lightning.

Florida Hospital is owned and operated by Adventist Health System.