Joe and Tom sit down with Bendigo Co. Founder and Principal Jeff Sofka to discuss the convergence of healthcare and sports.  Jeff has had the privilege of serving some of the world's greatest companies driving brand asset development, management, and execution.  Taking his marketing lessons from working at the NFL in conjunction with his experience working with NYC Mayor Bloomberg on healthcare reformation, Jeff created Bendigo Co. to help organizations monetize their hidden and underutilized intellectual property assets.  From discussing Tackle Kids Cancer with Eli Manning and Hackensack Hospitals to healthcare tech and mental health issues stemming from the pandemic, Sofka provides insights on the rapidly changing healthcare sector which accounts for over a quarter of our nation's GDP.  The crew concludes with a bonus segment discussing their passion and the future of the music industry.   -- "Eli's Challenge -Tackle Kid's Cancer" "The New York Red Bulls and TCL Give Back to Tackle Kids Cancer" Bendigo - Website LinkedIn - @Bendigo Facebook - @BendigoCo Twitter - @BendigoCo -- The CUSP Show is a production by the faculty of Sports Management at Columbia University. You can get in touch with the program on Twitter @CU_SPS_Sports. Our presenters are Joe Favorito (@Joefav), Tom Richardson (@ConvergenceTR), and produced by Tom Cerny (@Tom_Cerny19), Taylor DeBernardo (@TDeBernardo33), and Ben Walsh.