Bupa mines Australian cricketer health data to boost performance in sponsorship collaboration

Bupa has been helping Cricket Australia keep its top players fit by analysing their health data to show when they are more likely to get injured, in an extension of its sponsorship with the sporting body.

Adrian Baillargeon, national sponsorship manager for the health brand, told an audience at the Mumbrella Sports Marketing Summit last week the brand had deployed a team of its data scientists to develop a system to help the code manage player workload.

Adrian Baillargeon: “It’s not so much a sponsorship, it’s a collaborative piece on data”

During the interview Baillargeon said he liked to drive deeper engagement with clubs and teams they sponsor by utilising Bupa assets to provide services. He gave the example of eye tests and mouth guards for the Brisbane Lions and Hawthorn Football Clubs, which it provides through its health providers.