Novartis signed on to become the National Football League’s first-ever corporate pharmaceutical partner.

As part of the new multi-year deal, the Swiss pharma giant said it aims to empower football fans to make proactive decisions about their health, better understand screening guidelines and plan for a healthier future.

Novartis – which has its U.S. headquarters in East Hanover – said in a March 13 press release the collaboration will initially focus on oncology.

Within the first year, the joint effort will center on strengthening support of the NFL‘s Crucial Catch campaign. Held in collaboration with the American Cancer Society, the initiative aims to boost early cancer detection and risk reduction.

Novartis will also serve as the presenting partner for annual events, like the NFL’s health and safety summit, the Pro Football Hall of Fame Game and the Hall of Fame class presentation.

Additionally, Novartis will support the league’s “My Cause My Cleats” program, in which players sport customized cleats showcasing a cause that is important to them.

The company will also have a presence at the NFL Draft, Super Bowl and “other special events throughout the season,” according to the press release.

‘Leveling the playing field’

In a statement, Victor Bultó, president of Novartis’ U.S. unit, said, “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.”

“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,” he said.

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Fierce Pharma noted that the NFL has allowed pharma sponsorships for the league and its teams since 2003. That year, Bayer and GSK finalized a three-year pact that made them the first drugmakers to become official sponsors.

The relationship with Novartis differs in that the company will serve as a partner rather than merely a sponsor, last week’s announcement pointed out.

Tracie Rodburg, senior vice president of sponsorship at the NFL, said, “We’re thrilled to welcome Novartis as our first-ever corporate partner across the pharmaceutical category.”

“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,” Rodburg said.

Play ball

The league’s chief medical officer, Dr. Allen Sills, added, “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.

“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 … 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.”

The partnership marks Novartis’ latest foray into professional sports. Last month, the company premiered its first-ever Super Bowl ad – a 60-second commercial that featured comedian and breast cancer survivor Wanda Sykes with musician-actress Hailee Steinfield promoting breast cancer awareness.

Novartis also became the exclusive pharma sponsor of the National Basketball Retired Players Association. According to the company, that relationship will focus on “providing education and raising awareness about elevated Lp(a), a genetic condition that increases the risk of heart attack and stroke.”