Bristol Myers Squibb launches “Won’t Lose” campaign ahead of FIFA World Cup 2026

Bristol Myers Squibb has launched a new brand campaign titled “Won’t Lose,” timed to coincide with the cultural momentum of the FIFA World Cup 2026. The campaign is designed to communicate the company’s sense of urgency and purpose in advancing breakthrough medicines for patients, framing scientific perseverance through the lens of competitive sport.

The campaign features narration from Ali Krieger, a two-time FIFA Women’s World Cup Champion, and will run nationally across connected TV, programmatic display, streaming audio, digital video and social media.

Wendy Short Bartie, Executive Vice President of Corporate Affairs at Bristol Myers Squibb, explained the thinking behind the campaign: “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. This campaign is about that commitment, and the patients and families who are counting on BMS’ next breakthrough.”

The campaign’s creative centres on the parallels between elite sport and drug development, capturing both the frequency of setbacks and the transformative impact of eventual success.

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Bristol-Myers Squibb, FIFA World Cup 2026