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Bristol Myers Squibb is launching its “Won’t Lose” campaign ahead of the FIFA World Cup 2026 to showcase "the relentless mindset that drives Bristol Myers Squibb’s work every day." - PROVIDED BY BRISTOL MYERS SQUIBB
Bristol Myers Squibb is launching its “Won’t Lose” campaign ahead of the FIFA World Cup 2026 to showcase "the relentless mindset that drives Bristol Myers Squibb’s work every day." - PROVIDED BY BRISTOL MYERS SQUIBB
Bristol Myers Squibb launches ‘Won’t Lose’ World Cup campaign
Matthew Fazelpoor//May 5, 2026//
Listen to this articleAgainst the backdrop of the FIFA World Cup 2026, Lawrenceville-headquartered Bristol Myers Squibb has launched its new “Won’t Lose” media campaign.
The push uses the global stage of the tournament to underscore BMS’s mission of advancing breakthrough medicines. It draws a parallel between elite soccer and scientific discovery, emphasizing persistence, resilience and the high stakes involved in both arenas.
Two-time World Cup champion with the U.S. Women’s National Team and a 2023 National Women’s Soccer League champion with Gotham FC, Ali Krieger narrates the campaign.
“Won’t Lose” will roll out nationally across connected TV, digital, audio and social platforms. It frames drug development as a process defined by repeated attempts and incremental progress. The messaging reinforces the idea that setbacks are part of ultimately delivering life-changing treatments for patients.
“The ‘Won’t Lose’ campaign reflects who we are at Bristol Myers Squibb, driven by purpose and a commitment to deliver for patients,” said Wendy Short Bartie, executive vice president of corporate affairs. “Scientific progress is rarely linear, but what defines us is the resilience and resolve to keep pushing forward.
‘Won’t Lose’ isn’t about declaring victory, rather it’s about our belief that giving up is never an option.
—Wendy Short Bartie, executive vice president of corporate affairs, BMS
“‘Won’t Lose’ isn’t about declaring victory, rather it’s about our belief that giving up is never an option. This campaign is about that commitment, and the patients and families who are counting on BMS’ next breakthrough.”
The creative messaging reinforces that theme. “Science, like soccer, is a game of inches. Many shots miss, but the ones that land, change everything. Trial after trial. We fall,” it states, We rise. We go again.
“When the stakes are this real, victory must belong to patients. That’s why Bristol Myers Squibb Won’t Lose.”
Bristol Myers Squibb: “Won’t Lose”
More details are available at www.BMSWontLose.com.
