The ever-evolving healthcare industry continues to create new sponsorship opportunities for nearly every type of property.

The newest segment of the industry jumping into the sponsorship waters: health technology.

Companies ranging from Oscar health insurance to ZocDoc (online medical care scheduling) and Vitals (online healthcare information) are blazing a trail by offering consumers new ways to access and manage healthcare.

While the companies offer different products and services, they all share one common trait: the use of data and technology to improve healthcare.

Digital health companies also have captured attention from venture capitalists. Goldman Sachs this month announced a $41 million investment in Vitals, while Oscar has received hundreds of millions of dollars from investors.

New Companies, New Sponsorships
While it’s still a nascent category, at least one company has entered the sponsorship waters—with others expected to follow.

Oscar sponsored last weekend’s Dallas Marathon to promote its entry in the Texas market. The health insurance company offers free wellness check-ups, no cost generic prescriptions and around-the-clock access to doctors via the Oscar mobile app.

Oscar also provides free fitness trackers to customers as part of its wellness rewards program.

The two-year-old company is on a growth streak: Oscar recently launched service in California as part of the Covered California insurance exchange, a move that expands its presence beyond New York, New Jersey and Texas.

Oscar activated the Dallas Marathon with title of Last Men Running, an annual program in which one or more designated runners start the marathon as the last runner to cross the starting line. The participants raised money for the Texas Scottish Rite Hospital for Children based on the number of runners passed during the race.

Members of the 2015 Oscar Last Men Running team included local sports radio and TV personalities.

“As the newest entrant to the health insurance market in Dallas and San Antonio, we wanted to take part in an important local tradition in a big and memorable way,” said Mario Schlosser, Oscar CEO and co-founder, in a statement.

The partnership helps support the marathon’s goal of being an innovative, forward-thinking event, said Patrick Byerly, Dallas Marathon president, who approached Oscar roughly five months ago.

“They were looking at ways to tie into a premier health and wellness initiative, and we fit that need perfectly.”

While Oscar has achieved accolades for its technology, the company has yet to turn a profit. The privately-held company reportedly lost $27.5 million last year but is expected to break even in three to four years.

The Top 10 Most Active Sectors: Healthcare Startup Funding
The Top 10 Most Active Sectors: Healthcare Startup Funding