The Chicago Bears has further cemented its place as the franchise of the people by partnering with Verizon Great Lakes to provide $2 million in medical debt relief for veterans across Illinois. It comes as part of the mobile carrier’s commitment to delivering $22 million in debt relief to veterans throughout the Great Lakes region in 2026.
It is a landmark partnership for the Bears and the wider NFL, highlighting the growing public need for assistance with medical expenses. The franchise joins a number of others in the sport in providing its might to a program that will help thousands of individuals transition back to civilian life after leaving the service, easing the burden on themselves and their families.
A Heartwarming Partnership That Differs From Usual NFL Sponsorships
This deal is a perfect example of how sport can be a force for good in society. An institution like the Bears has a substantial amount of capital, both in terms of financial resources and social influence. That they have dedicated their own funds and time to such a cause shows solidarity with a section of society that has long felt forgotten about, shining a light on a growing problem across the country.
It’s inspiring to see a partnership that offers so much to so many. Typically, deals with brands in sports are of a sponsorship nature, with brands leveraging their relationships with franchises for exposure. In the NFL, there are a small number of brands that have become commonly associated with sponsorship agreements.
For example, there has been a growing contingent of iGaming sponsors, where sites that allow players to access online casino games in Canada and certain states, including slots and table games, have been agreeing on major deals. The same can be said of beverage brands, such as PepsiCo and Bud Light, remaining the heavy hitters in the sponsorship space.
Soccer and Other Sports That Have Embraced Altruistic Partnerships
The use of sport as a tool to help society is not limited to American football. In fact, in Europe, soccer has been seen as a champion of the working class and has seen some of the largest organizations team up with brands and charities to establish public outreach programs.
Barcelona is one of the biggest teams in world soccer. When other teams around the world were using multi-million-dollar sponsorships to help them build the best sides possible, the Catalan club was living up to its counterculture identity by partnering with UNICEF. In 2006, it became the first ‘sponsor’ to adorn the famous jersey.
Some of the most famous soccer stars in the world, including Thierry Henry, Lionel Messi, and Ronaldinho, wore the now-famous UNICEF jersey. It was exposure that brands would pay hundreds of millions of dollars to achieve, and the Catalans instead paid the charity every year. It would be almost unthinkable now that a competitive soccer team would do something so altruistic.
A Good Partnership is One Made for the Good of the Public
Ultimately, NFL franchises partnering with Verizon to help combat crippling debts for veterans is a sign of a league with its head and heart in the right place. No sporting institution can survive without the health of its people, and in supporting some of the most vulnerable in Illinois, the Bears are doing just that. It shows that franchises are more than just the men on the field.
It can not be understated the amount of goodwill partnerships like this can generate and, in the end, it could be one that bears even more fruit than a multi-million dollar sponsorship. Whether it does or not is irrelevant, though, and the good that this will do for the community will be enough for all involved.
Main Image: Billy Hurst-Imagn Images
