Sponsorship sellers need to look beyond the auto, telco and other categories to secure significant revenue.

Below, ESP SR highlights three categories that are signing new deals. While they may not be the sexiest of categories (or the largest), they do represent likely prospects for sports teams, festivals and other properties.

Digital Health. While lingering questions over U.S. healthcare reform has dampened enthusiasm for sponsorship in the health insurance category, other segments of the healthcare category continue to move forward.

One active segment: digital health.

While digital health companies come in many different forms, they all share one common bond: the use of technology to increase access to care and improve outcomes. The category includes both B2B and B2C companies, with both sectors using sponsorship to promote their offerings.

Case in point: Sharecare last week announced a multiyear partnership with the Atlanta Hawks that affords a branded patch on team jerseys. The deal is reportedly the team’s largest sponsorship behind its Philips Arena naming rights deal.

Sharecare touts itself as a company that “helps people manage all their health in one place” via a personalized central platform. Users can use the platform to access health and wellness solutions and communicate with physicians.

The company helps “providers, employers and health plans effectively scale outcomes-based health and wellness solutions across their entire populations,” per a company statement.

Sharecare will work with the Atlanta Hawks on pop-up health engagements, co-branded digital and social campaigns, a branded area in the Philips Arena where fans who engage in healthy activities will be rewarded with free seats, healthy food options and co-created ergonomic chairs for the Hawks bench.

The digital health market is expected to grow at a 26 percent CAGR to $379 billion by 2024, per Global Market Insights, Inc.

LASIK eye surgery. Companies that market LASIK corrective eye surgery are setting their sights on new sponsorships.

Eye Specialty Group this year signed a new sponsorship of the Great American River Run half marathon and 5K. The event is part of the Memphis in May International Festival.

The company used the partnership to accomplish two primary objectives: promote corrective eye surgery to runners (a demographic that may not want to wear glasses), and entertain physicians who can make patient referrals.

“They found it to be extremely successful. They indicated they would come back in 2018,” said Kevin Grothe, Memphis in May vice president of sponsorships.

Companies that market LASIK often look to promote their services to cosponsors. Lasik Vision Institute has used its status as official eye care provider of Team Penske to educate cosponsors (and their employees) about the life-changing benefits of Lasik surgery.

Parking Apps. A growing number of sports and entertainment properties are partnering with SpotHero, Parkwhiz and other parking apps. 

The apps can go a long way in enhancing the fan experience, particularly at venues with limited parking capacity.

The Baltimore Ravens, for example, partnered with Parking Panda in 2014 to offer fans parking options beyond M&T Bank Stadium.

“Our stadium only has 5,000 on-site spaces so many fans have to park in the surrounding area and were asking us where to go. The relationship allows us to provide a level of service that we previously could not offer,” said Baker Koppelman, Baltimore Ravens’ senior vice president of ticket sales & operations.

SpotHero in late 2016 signed official parking partner status with Monumental Sports & Entertainment, owner of the Washington Capitals, Washington Mystics, Washington Wizards and Verizon Center.

SpotHero offers roughly 30 parking locations within a ten-minute walk to the Verizon Center, with savings up to 50 percent off.

SpotHero acquired Parking Panda earlier this year.

Other sectors in the parking category include parking management companies, shuttle services and valet parking.