With the FIFA World Cup 2026 under way, several of the pharmaceutical industry’s largest companies are using football’s global stage not to promote medicines, but to deliver community initiatives and fan engagement across tournament venues.
Genentech, Amgen, Sanofi and Bristol Myers Squibb (BMS) have joined FIFA’s Host City Supporter programme, which connects local businesses with the committees responsible for delivering the tournament across its 16 host cities.
What the partnerships involve
BMS has been one of the most active participants in New York and New Jersey. Ahead of the tournament, it unveiled a new mini football pitch and launched free health screenings, grocery giveaways and family activities through its “Goals in Motion” programme, which aims to improve health equity. The company has also launched a fan hub at Sports Illustrated Stadium showcasing its research and patient advocacy work.
In Los Angeles, Amgen has centred its efforts on participation and public health. Its involvement includes free youth football clinics, health events, neighbourhood improvement projects and a scheme recognising 26 charities that use football to improve health and wellbeing across Southern California.
“Our mission is to serve patients, and this partnership with LASEC builds on that purpose by promoting greater health awareness across the region,” said Robert Bradway, Chairman and CEO, Amgen.
Sanofi has focused its World Cup activities on its long-standing presence in Massachusetts, where it employs around 5,000 people. As an official Boston host city supporter, the company is backing the FIFA Fan Festival in City Hall Plaza, regional watch parties and public engagement throughout the tournament.
Genentech has tied its Bay Area agreement to both Super Bowl LX and the FIFA World Cup as part of a longer-term commitment to legacy initiatives and regional development around its South San Francisco headquarters.
“The Bay Area has long been a global centre for scientific innovation,” the company said. “Together, we can create lasting benefits for our communities.”
Other sectors getting involved
Pharma companies are among a broad mix of businesses backing World Cup host cities. Organisations from financial services, telecommunications, aviation, technology and consumer goods have also signed local agreements, including the Bank of America, Delta Air Lines and AT&T.
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