Sports have a universal appeal that transcends boundaries. Each weekend, the National Football League (NFL) ignites millions of passionate fans from across the country, demonstrating the deep connection and power of community. At Novartis Pharmaceuticals Corporation, we share that same dedication in how we reimagine medicine that reached nearly 300 million patients worldwide in 2024 alone.

Now, through a first-of-its-kind health partnership, Novartis and the NFL are harnessing the spirit of game day to advance better health decisions and early detection. Together, we aim to empower football fans everywhere to make proactive decisions about their health, understand screening guidelines, and build a playbook for a healthier future.

Our Super Bowl LX Strategy? Teaming Up to Tackle Prostate Cancer 

For Super Bowl LX, Novartis assembled a roster of NFL greats — including Super Bowl-winning coach and prostate cancer survivor Bruce Arians, current tight ends Colby Parkinson and George Kittle, and retired NFL tight ends Rob Gronkowski, Tony Gonzalez, Greg Olsen, Vernon Davis, and Delanie Walker - to tackle one of the biggest challenges in men's health: prostate cancer. "Relax, it's a Blood Test" breaks down stigma and emphasizes that early detection can start with a simple PSA blood test.

Prostate cancer is the most common cancer among men in the United States and a leading cause of cancer deaths.1 Yet, many skip screenings because of misconceptions or uncertainty.2 Early detection changes the game. If caught early, prostate cancer has a greater than 99% relative 5-year survival rate. 3

These NFL legends are lending their voices to spark honest conversations about men's health and empower men to take action in screening for prostate cancer. Together, we are making PSA blood tests the smartest play on the field. 

Learn more at RelaxltsABloodTest.com

Our work didn’t stop with a Super Bowl commercial

Partnering with the San Francisco 49ers, Baltimore Ravens, and the Prostate Conditions Education Council, we held events that offered prostate cancer screenings to fans, using football’s biggest stage to show just how easy a PSA blood test can be. At the Super Bowl Experience in San Francisco, the “Relax, It’s a Blood Test” message came to life through a popup experience with painting, relaxation pods, and calming music - helping fans feel more at ease knowing prostate cancer screening may start with a simple blood test.

We engaged fans with meaningful experiences around early detection. Whether through prostate cancer screenings, open conversations about the importance of early breast cancer detection, or fun, health focused trivia sessions with NFL legends, each event helped make proactive health choices feel more approachable and empowering.

By meeting fans where they are, we turned one of the year’s major cultural moments into an opportunity for early detection and better health decisions. 

Touchdown for Early Detection: Novartis Partners with 6 NFL Teams 

 

Novartis is Proud to Partner With the NFL

 

The first season of partnership with the National Football League (NFL) has already been an incredible opportunity to reach fans and encourage prioritizing proactive health behaviors. Now, Novartis is expanding upon the NFL partnership to further engage fans on a local level as the official pharmaceutical partner of six NFL teams — the New York Giants, Los Angeles Rams, San Francisco 49ers, Dallas Cowboys, Tampa Bay Buccaneers and Baltimore Ravens. 

These team partnerships are a critical piece of our collaboration with the NFL. By working directly with local fan bases, we're bringing important messages about screening and early detection directly into communities across the country. As a partner of these teams, Novartis will also work directly with current players, coaches, and legends for authentic storytelling and advocacy throughout the season, while also engaging local patient advocacy groups to host screening and health fair events—helping fans take proactive steps toward their health and move from awareness to action.

Find Out More About Our NFL Partnership

Novartis made a local impact this football season by teaming up with the Dallas Cowboys, New York Giants, and Baltimore Ravens to host engaging community events focused on breast and prostate cancer awareness, encouraging routine screening and early detection. By connecting with fans in their own communities, Novartis delivered critical health messages to empower people to take charge of their health and turn awareness into meaningful action.

Dallas Cowboys

Dallas Cowboys Team Up for Health, presented by Novartis, raised awareness for early detection in breast cancer through on-site screening sign-ups and an interactive discussion panel featuring Ladies Playbook founder Atoya Burleson, OBGYN Dr. Naima D. Bridges, and current and alumni Cowboys players, Demarcus Ware, Zach Martin, and Josh Butler. The panel delved into how discussions around women’s bodies in sports can be a gateway to deeper and more meaningful conversations about women’s health—specifically, breast health. Attendees also enjoyed photo opportunities and autographs with the players and cheerleaders, along with giveaways, raffles, and more.

Baltimore Ravens

Team Up Against Prostate Cancer, presented by Novartis, brought fans together for a day of health awareness, stadium tours, and interactive activities while emphasizing the importance of prostate health and early detection. The event featured an appearance by Baltimore Ravens alumni Torrey Smith, who shared that “when it comes to your health nothing is guaranteed,” and encouraged attendees to schedule screenings and start conversations about proactive care.

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Baltimore Ravens

Two people posing in front of New York Giants background

End Zone Zen with the New York Giants

End Zone Zen, presented by Novartis, featured a live yoga session, meditation, massages, and meaningful conversations with Ladies Playbook founder Atoya Burleson and New York Giants alumni Rashad Jennings to promote breast health awareness and prioritize better health decisions.

My Cause My Cleats: A Commitment to Proactive Health On & Off the Field

The most important play made this season won't be on the field. Novartis is proud to partner with the NFL, select teams, athletes and coaches during My Cause My Cleats. Through this initiative, Novartis will spotlight important prostate cancer, breast cancer, and cardiovascular causes through players' custom-designed cleats.

My Cause My Cleats amplifies the diverse, powerful voices of NFL players and coaches as they share the impact that cancer and other diseases can have on lives. Their relatable stories inspire fans to have critical conversations about their health. With the help of our NFL partner teams and athletes, Novartis is highlighting the importance of taking a proactive approach to health decisions, empowering fans and players alike to talk to their doctor about routine screenings and advocate for themselves and loved ones.

Novartis and the Pro Football Hall of Fame Encourage Fans to "Know Their Numbers" 

Football fans can rattle off their favorite players' jersey numbers without a second thought, but at the 2025 Pro Football Hall of Fame Enshrinement Weekend, Novartis encouraged them to focus on a different set of numbers: their own. At the Novartis on-site booth, fans participated in interactive activations that tested their heart health trivia knowledge and let them show off their football skills.

Cardiovascular disease is the leading cause of death in the United States and Novartis is shining a spotlight on the power of "knowing your numbers" when it comes to cardiovascular health.4 By taking a proactive step in knowing your Lp(a), a genetic risk factor for cardiovascular disease, and LDL-C (the "bad" cholesterol), people will be empowered to better understand their risk. 

Through this heart health activation, the Canton, Ohio community, Hall of Famers and on-site football fans united to champion the power of early detection. Because when it comes to protecting our health, we're all on the same team. 

Novartis associates stand near the Numbers Challenge and Hot Seat Trivia Experience
Novartis associates stand near the Numbers Challenge and Hot Seat Trivia experiences, fun activities designed to promote heart health education, at the 2025 Pro Football Hall of Fame Enshrinement Weekend.
Participant shows her football skills at the Numbers Challenge
A participant shows off her football skills at the Numbers Challenge after completing cardiovascular trivia. One participant emphasized, "I want to be number #1 on the leaderboard."
pro football hall of fame
A man participates in the Hot Seat Trivia challenge. 1,154 people completed the trivia throughout the weekend, and one person said, "I work as a nurse, so I am excited to test my knowledge."

A Proactive Playbook

While millions cheer on their favorite teams on the field, too many sideline their own well-being - skipping routine screenings or delaying crucial conversations with health care professionals about risks for certain conditions.

A couple embracing and holding hands

Prostate cancer is a leading cause of cancer death in men in the United States.1 Too often men stay silent when dealing with a prostate cancer diagnosis. You can help make a difference. Speak up for yourself or your loved ones.

Learn More

Your Attention Please

Give breasts the attention they deserve. Early detection for breast cancer changes the game, so let’s kick off a new era of breast health. Take the next step to schedule your routine screening or discover your risk for breast cancer.

Learn More

Novartis & the NFL Are Proud to Support

Pro Football Hall of Fame Enshrinement Week

Pro Football Hall of Fame Enshrinement Week

Bringing together a shared enthusiasm to honor and celebrate excellence through dedication to health.
NFL Player Health & Safety

Player Health + Safety Summit

Uniting science and sports to support advancing medical insight and innovation in the locker room and on-the-field.
NFL Crucial Catch

Crucial Catch

An initiative that promotes cancer awareness, early detection and risk reduction to address the unequal burden of cancer in under-resourced communities, alongside the American Cancer Society.
My cause my cleats

My Cause My Cleats

Amplifying NFL players’ passions beyond the game, as they wear their hearts on their feet through My Cause My Cleats.

References  

  1. American Cancer Society. Key statistics for prostate cancer. Updated May 30, 2025. Accessed October 31, 2025. https://www.cancer.org/cancer/types/prostate-cancer/about/key-statistics.html
  2. American Cancer Society. Rectal exam or blood test? 60% of U.S. men ages 45+ have misconceptions about prostate cancer screening, as rates of late-stage diagnosis increase. News Releases. September 5, 2024. Accessed November 6, 2025. https://pressroom.cancer.org/releases?item=1347
  3. American Cancer Society. Survival rates for prostate cancer. Updated January 16, 2025. Accessed December 5, 2025. https://www.cancer.org/cancer/types/prostate-cancer/detection-diagnosis-staging/survival-rates.html

  4. American Heart Association. Cardiovascular disease: a costly burden for America—projections through 2035. Washington, DC: American Heart Association; 2017.