NFL, Novartis Alliance; ‘Empower People To Make Proactive Decisions About Health'
Thursday, March 13, 2025 at 01:55PM By Barry Janoff
March 13, 2025: Describing it as an “unprecedented partnership,” the NFL has signed Novartis as the league’s official first-in-category corporate pharmaceutical partner.
The NFL and Novartis said the alliance “aims to empower football fans everywhere to make proactive decisions about their health, better understand screening guidelines and create a playbook for a healthier future.”
Financial terms of the multi-year pact were not disclosed.
Last month, Novartis ran its first Super Bowl commercial, “Your Attention, Please,” spotlighting breast health and encouraging cancer screening.
In its first role, Novartis will serve as presenting partner for the NFL’s Health and Safety Summit, March 25-28, adjacent to the NFL Annual Meeting in Orlando.
It will also support such key platforms as My Cause My Cleats “through storytelling around players and the causes most important to them,” and the NFL's Crucial Catch initiative alongside the American Cancer Society, which promotes cancer awareness, early detection and risk reduction.
"We're thrilled to welcome Novartis as our first-ever corporate partner across the pharmaceutical category," Tracie Rodburg, NFL svp-sponsorship, said via the league.
“As we continue to strategically prioritize the health and wellness space, we look forward to working with Novartis. Together we will be able to make an impact in communities for our fans across the 2025 season and in the years ahead."
Novartis will promote its agenda as the league's presenting partner for the Pro Football Hall of Fame Game and Hall of Fame Class Presentation at NFL Honors. The company will also activate at the 2025 NFL Draft, Super Bowl LX and other special events throughout the season.
Novartis said it would “join the league and the American Cancer Society in their commitment to help more people detect cancer early and address the unequal burden of cancer in under-resourced communities.”
"At the heart of this first-of-its-kind partnership is the ambition to educate and mobilize communities to detect cancer and other diseases early, broadening health solutions beyond medicine," Victor Bultó, president U.S., Novartis, said via the company.
"With its nationwide fan base and demonstrated commitment to health advocacy, the NFL is a powerful partner for igniting critical health conversations at an unmatched scale. Together, Novartis and the NFL are working toward leveling the playing field against serious health conditions, empowering every fan to proactively manage their health."
The American Cancer Society and other organizations working to eliminate cancer said early detection is critical “as some cancers can be identified early, before they have had a chance to grow and spread.” They said the “five-year survival rate for many cancers is over 90% when detected early, which means knowing your risk and getting screened are imperative to improving outcomes.”
“At the NFL, we're always looking for new ways to provide the highest level of care to our players, including through collaboration with experts across the medical field,” according to Dr. Allen Sills, NFL chief medical officer, via the league. “Novartis is the ideal partner to help us in this mission due to their unparalleled expertise in innovative medicines and their dedication to improving health outcomes.
“At our upcoming Medical Summit, and beyond, we'll work with Novartis in leveraging our combined strengths to advance health initiatives and make a lasting impact at the league and in communities across the country."
“Your Attention, Please” with Hailee Steinfeld and Wanda Sykes earned the top spot in the 21st Kellogg School Super Bowl Advertising Review.
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