Health brands take the pitch at the 2026 FIFA World Cup: Where the world comes to play

Whether you call it soccer or football, people all around the world love the “beautiful game” – including health brands. 

When the 2026 FIFA World Cup kicked off about a month ago across 16 locations in North America, there were 48 teams competing for the gold trophy. 

But more importantly for our sake, there were also several major health brands marketing and advertising throughout the five week tournament, including provider organizations and drugmakers. 

Bristol Myers Squibb launched its We Won’t Lose media campaign in mid-June and has served as an official supporter of New York New Jersey as a host city. 

Similarly, its Big Pharma rival Sanofi served as an official supporter of Boston as a host city, while consumer health company Haleon served as the official consumer healthcare product partner of U.S. Soccer.

The World Cup has been the main attraction for weeks now, so as it comes to a dramatic close in the coming days, our summer intern Lola Offenback brings us a jumbo World Cup episode with back-to-back interviews. 

First up is Opeyemi Oluwole-Sowore, chief marketing officer at Hackensack Meridian Health, who details how the New Jersey-based health system has served as an official supporter of New York New Jersey as a host city.

Then, you’ll hear from Cologuard’s marketing director Tara Cunningham about how the Exact Sciences brand produced its Halftime ad featuring U.S. women’s soccer stars Abby Wambach and Julie Foudy.

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