Borrowing the Pinstripes: Turning a Healthcare Provider Into a New York Contender

CenterLight Healthcare, a New York nonprofit serving the elderly and chronically ill, had a pressing challenge: despite offering vital care, it lacked name recognition and credibility among both families and medical professionals. To break through, Left Off Madison didn’t just buy ads—we aligned CenterLight with one of the most trusted and iconic institutions in New York: the Yankees.

Our mission was twofold. For consumers, we needed to quickly build awareness, drive calls and site visits, and create preference over competing care programs. For the medical community, we needed to establish legitimacy, build familiarity, and open the door to referrals. Rather than relying on traditional healthcare messaging, we borrowed the Yankees’ equity—winning culture, high standards, and deep emotional connection with New Yorkers.

What started as a sponsorship evolved into a fully integrated platform. CenterLight appeared across Yankee Stadium with signage and video placements, hosted a co-branded T-shirt giveaway day, and welcomed Mickey “The Quick” Rivers to visit care facilities. Radio ads on WFAN and TV presence on the YES Network extended reach, while luxury suite access allowed CenterLight to build personal relationships with physicians and referral partners.

The impact was immediate. CenterLight went from little-known provider to one of New York’s most recognized names in long-term care, becoming one of the largest PACE providers in the country. By pairing healthcare with a symbol of excellence, we delivered more than awareness—we built trust in the most competitive market in America.