Bristol Myers Squibb
Won't lose
Turning the world’s game into a stage for bold science
The stage
As a proud partner of the New York New Jersey World Cup 2026 Host Committee, Bristol Myers Squibb had an extraordinary opportunity: bring its purpose to the world’s most watched sporting event, right in its own backyard.
But this needed to be more than a sponsorship. BMS partnered with Siegel+Gale to create Won’t Lose, an integrated campaign built to connect the relentless spirit of soccer with the pursuit of bold science. One idea carried across film, digital, social, fan activations, employee engagement and community experiences before, during and beyond the tournament.
The stakes
The opportunity was bigger than visibility. BMS needed to make its science, its people and its commitment to patients felt during one of the few moments the entire world experiences together.
Soccer gave us the answer. On the pitch and in science, the pressure is relentless. Most attempts fall short. Progress belongs to those who keep pushing.
That shared truth became Won’t Lose: a rallying cry connecting players and fans with patients, scientists, caregivers, employees and communities. Different struggles. The same refusal to stop.
The bright lights
Won’t Lose launched nationally on May 4 with a hero film narrated by two-time FIFA Women’s World Cup champion Ali Krieger. It came to life across connected TV, digital, audio, video and social, then moved beyond the screen into fan experiences, employee engagement and community programs throughout New York and New Jersey.
The campaign didn’t just earn attention. It drove aided-awareness lift four times the industry norm while strengthening perceptions of BMS as a leader in science and a company committed to improving patients’ lives.
We put patients at the center by building the campaign around them. Inspired by soccer’s center line and BMS’s circular design system, Won’t Lose created a visual and verbal language where every element, from design to messaging, points back to one idea: Victory must belong to patients.
Won’t Lose met people wherever they watched, listened, scrolled, gathered and played. Connected TV, radio, digital, social, out-of-home and live experiences worked together to extend the campaign from the national stage into communities across the region. Every channel built awareness. Every activation invited participation. Together, they made Won’t Lose impossible to miss throughout the tournament.
The official mascot of Won’t Lose, Squibby was equal parts fearless hype person and protector of the pitch. Bold, joyful and impossible to ignore, they gave the campaign an unmistakable personality and fans a new favorite teammate. From the BMS Fan Hub to employee and community activations, Squibby carried the Won’t Lose spirit wherever they went.
At Sports Illustrated Stadium in Harrison, New Jersey, the BMS Fan Hub became the campaign’s home field throughout the tournament. Fans explored bold science inside the immersive Breakthrough Lab, tested their own persistence on goal, took in live programming and met Squibby, the campaign’s hype person and protector of the pitch. The experience brought science into the energy of match day, turning spectators into participants and BMS’s commitment to patients into something people could see and feel.
Won’t Lose launched nationally on May 4 with a hero film narrated by two-time FIFA Women’s World Cup champion Ali Krieger. It came to life across connected TV, digital, audio, video and social, then moved beyond the screen into fan experiences, employee engagement and community programs throughout New York and New Jersey.
The campaign turned the world’s attention into measurable brand impact. Across priority audiences, awareness and favorability outperformed industry benchmarks, while brand trust grew. Won't Lose also strengthened perceptions of BMS as a leader in science, a modern healthcare company and an organization committed to improving patients’ lives.