Detroit Red Wings and Trinity Health: Building a Healthier Community Together

In collaboration with the Detroit Red Wings, Trinity Health Michigan has strengthened its mission to serve communities across Michigan by bringing health initiatives directly to where people live, work, and play. This partnership goes beyond sponsorship, embodying Trinity Health's commitment to community wellness and supporting a healthier Michigan. Tara Geror, director of Marketing for Trinity Health Michigan, shares her insight on the impact of this partnership, the initiatives that have emerged from it, and her vision for future growth. In this conversation, she discusses how this relationship enhances both organizations and drives forward mutual goals to enrich the well-being of Michigan residents. 

Q: How does the partnership with the Detroit Red Wings align with Trinity Health Michigan's mission and values? 

Geror: The partnership embodies Trinity Health Michigan’s mission of providing compassionate, accessible, health care by reaching out to people where they live, work, and play—bringing services and information out of the hospitals and out into the community. The Detroit Red Wings are not just a sports team; they are actively committed to health including their branded “Healthy Hockeytown” initiative. This collaboration allows us to bring health and wellness programs directly to Red Wings fans, whether through healthy cooking demonstrations, yoga sessions at the arena, or educational events for children. We’re meeting the Red Wings' dedicated community where they are and supporting their health journey.

Q: What specific partnership initiatives or programs are you most proud of? 

Geror: There are several standout programs, but I’d highlight two. First, the “Healthy Hockeytown” outreach with kids’ programs, where we make learning about health and fitness fun and engaging for young fans, who are the future of our community. This past season included a visit to The Farm at Trinity Health Ann Arbor where kids had a hands-on experience learning about gardening and the importance of eating a rainbow of produce. Another initiative we’re proud of was during COVID-19, where Trinity Health served as a health advisor for the Red Wings organization. Our infectious disease experts worked closely with the team to ensure a safe reopening, guiding them on airflow circulation, sanitation practices, and spacing requirements in the arena. This collaboration enabled the Red Wings and Little Caesars Arena to reopen responsibly, helping the Detroit community to reconnect safely.

Q: How does this partnership contribute to the overall health and well-being of Michigan residents? 

Geror: Through this partnership, we extend our health mission beyond our hospital doors, making wellness accessible for Michiganders where they gather and celebrate. Sports fans, particularly Red Wings supporters, are a passionate group, and the partnership gives us a unique platform to reach them with health information and screenings. This includes onsite health activations at the arena, like encouraging fans to schedule mammograms or wellness checks. Even those watching from home are exposed to Trinity Health messages. These activities allow us to influence a broad audience, integrating health consciousness into daily life.

Q: How has this partnership benefited both the Red Wings and Trinity Health?

Geror: This collaboration is mutually beneficial in many ways. For the Red Wings, partnering with Trinity Health allows them to support fans off the ice as well -- promoting a healthy lifestyle that complements their commitment to the Detroit community. Take for example the new Wings Welcome program that provides all babies born at a Trinity Health Michigan hospital a Red Wings branded swaddle blanket to stay warm. It’s about being more than a team and standing as a beacon of health in the community. For us at Trinity Health, the partnership allows us to amplify our brand reach, particularly as we rebranded our health system recently, and connect with a wider, engaged audience who may not otherwise interact with us. Together, we’re deepening our reach and supporting a healthier Michigan.

Q: What are the future goals and aspirations for this partnership? 

Geror: We want to deepen our impact, especially by exploring mental health and nutrition in partnership with the Red Wings. We’re considering initiatives like stress management workshops or more robust nutrition programs. Currently, we label certain foods in the arena as Trinity Health-endorsed healthy options, and we’d love to expand on this to make it easier for fans to choose healthier options at the game. Mental health is a growing area of need, and we hope to create opportunities for raising awareness and supporting fans’ well-being, possibly through events and partnerships with foundations focused on mental health. 

Q: Is there anything else you'd like to add about this partnership?

Geror: One area we’re also proud of is our collaboration with other organizations, like the Jamie Daniels Foundation, which focuses on mental health and substance abuse. Together with the Red Wings, we’ve supported events that promote recovery and resilience in our community. Additionally, the Red Wings host health-focused games throughout the season, such as “Hockey Fights Cancer Night,” where we can further connect with fans on crucial health issues. This type of multi-organization collaboration broadens the impact of both Trinity Health and the Red Wings, uniting our communities for health beyond sports. 

 

Tara Geror, Director of Marketing.