St. Louis, MO, New York, NY – The Missouri Valley Conference (MVC) is proud to announce a new partnership with SSM Health, naming the healthcare organization as a presenting sponsor of the State Farm MVC Men’s Basketball Tournament. This collaboration, brokered by Playfly Sports, the sports industry’s leading revenue maximization company, underscores a shared commitment to student-athlete wellness, fan engagement, and community connection.
As part of a three-year agreement with a two-year option, extending the partnership through 2030, SSM Health will serve as the official sports medicine partner of Arch Madness, delivering comprehensive on-site medical care throughout the four-day tournament. With 11 teams competing, SSM Health will provide physicians, athletic trainers, and X-ray services to ensure the health and safety of every student-athlete.
Fans will see SSM Health’s support prominently featured through initiatives such as Healthcare Appreciation Night, LED displays, and other activations that highlight its providers and services. This partnership reflects SSM Health’s unwavering commitment to athlete wellness and peak performance, while offering the same exceptional standard of care for both elite athletes and the broader community at its eight local hospitals. This multi-year partnership underscores the shared dedication of SSM Health and the MVC to the tournament's continued success and growth.
Beyond the tournament, SSM Health will serve as the title sponsor of
The Valley on the Big 550 radio show on KTRS St. Louis. Airing 14 episodes from December through March, this initiative extends the partnership's reach and impact, connecting fans and the community across the St. Louis region.
“Partnering with SSM Health brings an important focus on student-athlete health and wellness to our championship experience,” said Jeff Jackson, MVC Commissioner. “Their support not only enhances Arch Madness but also connects with fans and the community in meaningful ways, reinforcing the MVC’s commitment to competition, wellness, and engagement.”
“This is the first of many successful brand partnerships we will bring to the MVC, and one we are particularly proud of given the shared values and objectives between SSM Health and the MVC,” said Jesse Hendershot, VP of Corporate Partnerships at Playfly Sports. “Playfly is committed to delivering forward-thinking partnerships that elevate the student-athlete experience, enhance fan engagement, and support our brand partners.”
For more information about the MVC Men’s Basketball Tournament, visit mvc-sports.com.
About Missouri Valley Conference
Founded in 1907, Missouri Valley Conference, Inc. (MVC, Inc.) is an NCAA Division I athletics governing body with 11 member institutions – current membership as of January 1, 2026, includes Belmont University, Bradley University, Drake University, University of Evansville, University of Illinois Chicago, Illinois State University, Indiana State University, Murray State University, University of Northern Iowa, Southern Illinois University and Valparaiso University -- and a 12-person Conference office staff based in St. Louis, Missouri. Now in its 119th year of existence, the Missouri Valley Conference is the second-oldest Division I athletics league.
About SSM Health
Nationally recognized for quality and innovation, SSM Health is a Catholic, not-for-profit, fully integrated health system working to advance health equity and empower all people to achieve their full potential. With care delivery sites in Illinois, Missouri, Oklahoma, and Wisconsin, SSM Health provides convenient access to high-quality community-based services as well as world-class academic medicine, clinical trials, and research studies. The organization’s footprint includes hospitals, physician offices, outpatient and virtual care services, senior care, comprehensive home care and hospice services, a fully transparent pharmacy benefit company, a health insurance company, and an accountable care organization. As one of the largest employers in every community it serves, the organization’s 40,000 team members and 15,000 providers are dedicated to fulfilling SSM Health’s Mission: “Through our exceptional health care services, we reveal the healing presence of God.” For more information, visit ssmhealth.com or find us on Facebook and LinkedIn.
About Playfly Sports
Playfly Sports, the sports industry’s leading revenue maximization company, drives growth for its partners across the sports ecosystem – including 2,000+ brands, 100+ professional teams, 65+ college athletic departments, all U.S. local sports networks and associated streaming platforms, and other marquee properties. Its fan engagement platform allows its partners to reach and engage over 85% of all U.S sports fans. Playfly builds and implements custom strategies across media, sponsorship, premium experiences, ticketing and fan engagement offerings through proprietary data, innovative technology and compelling storytelling. Playfly operates an expansive portfolio of services with a data-driven and fan-focused approach to maximize revenue yield in key growth areas, such as media, sponsorship, ticketing, premium experiences and fan engagement offerings. Founded in September of 2020, Playfly Sports is now home to approximately 1,000 team members located across 43 U.S. states and internationally dedicated to maximizing the impact of highly passionate local sports fans. The company has been named a Best Place to Work in Sports by Sports Business Journal, Front Office Sports, and Newsweek. To learn more, follow Playfly Sports on social media platforms or visit www.Playfly.com