St. Elizabeth forms NIL partnership with Kentucky’s Maddie Scherr to support Sports Medicine Services

St. Elizabeth Healthcare announced a Name, Image and Likeness (NIL) partnership with Kentucky women’s basketball star Maddie Sher in support of St. Elizabeth Sports Medicine Services and the ACL Injury Prevention Program.

“We are committed to student-athletes on and off the field. This partnership reflects that commitment,” said Matt Hollenkamp, ​​vice president of marketing and public relations for St. Elizabeth Healthcare. “Maddie is a hometown athlete and someone we loved following throughout her high school career at Riley and her college career.”

Maddie Sher

This partnership is an extension of St. Elizabeth Healthcare’s current efforts to support student-athletes.

In 2021, the system’s Athletic Training Outreach Department provided athletic training services to support 29 high schools, 10 middle schools, Northern Kentucky University and Thomas More University.

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“I’m very excited to be back home and playing for Kentucky,” Sher said. “It means a lot to partner with St. Elizabeth’s because they do so much to support student-athletes in high school and beyond. I am proud to be a part of that effort to ensure young athletes stay healthy.”

According to Hollenkamp, ​​the NIL partnership with Sher is inherently local. “The relationship we build with student-athletes through our sports medicine program is special, which is why we’re launching this new program using NIL to showcase the best athletes from our partner high schools and universities who are now at the collegiate level,” he said.

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Sherr, who is returning to his home state of Kentucky after spending two seasons with the University of Oregon, played high school basketball at Ryle High School in Union. Scherr was a McDonald’s All-American in 2020, Kentucky Miss Basketball and Kentucky Gatorade Player of the Year. As a junior in 2019, Scherr led the RailRiders to a state championship.

Keeping student-athletes healthy is critical to the mission of St. Elizabeth Sports Medicine Services. The system brings together a network of more than 50 athletic trainers who work with partner physicians and rehabilitation specialists to get each student-athlete back to play as safely and as quickly as possible.

“We know it’s important to help our athletes compete on the field and court through injury prevention,” said Hollenkamp. “Student-athletes like Maddie are role models who help deliver and reinforce this message of injury prevention. They know what it takes and how St. Elizabeth has impacted their lives, their sports training and staying healthy.”

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Specifically, the ACL Injury Prevention Program, designed for high school and college athletes, uses stretches, plyometrics, agility drills and education to help athletes compete safely and reduce the risk of ACL injury.

Scherr is the inaugural partner athlete with St. Elizabeth and Hollenkamp hopes to bring more athletes into the fold.

“We look forward to continuing this program and supporting even more student-athletes in 2023 and beyond.”


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